Chobani Greek Yogurt with Oatmeal

Copywriting / Brand Voice

Language for a new Chobani product, crafted with heart and a touch of magic.

Working with Chobani’s in-house creative team, I penned campaign language for one of their newest products: Chobani Greek Yogurt with Oatmeal.

The makings of wholesome, whole-oat happiness.

What could possibly be more nourishing than yogurt? Simple: yogurt and oatmeal, made with real fruit in four yummy flavors. It’s the sort of thing grandma might make, if she lived in a cottage at the heart of the woods.

The packaging design centered around the idea of a magical, transformative cup, featuring wonderfully witchy woodcut illustrations by Sophy Hollington. Taking my cue from the visuals, I crafted a voice informed by fairy tales, earthy wisdom, and wholesome witchcraft. This language was employed across the launch campaign, including shopper marketing, digital, and social.

• Collaborators: Jin Kim, Will McNamara, Betsy Dickerson, Michael Ciancio, Leland Maschmeyer

• Agency: Chobani (in-house creative team)