1. Chobani Colleen O’Beirne
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2. Overview Products “Go real” slogan What is in it? Timeline
Shepherd’s Foundation
Acid Whey
Hemp Seeds
Genetically-Modified Food for Dairy Cows
Recall
Public Relations

3. Products
Fruit on the bottom: Pear, Pineapple, Blackberry, Blueberry, Black Cherry, Banana, Apple Cinnamon, Apricot, many more.
Blended: Lemon, Vanilla, Coconut, Key Lime, Orange Vanilla, Mango, Vanilla Chocolate Chunk, Honey, many more.
Bite: Caramel with Pineapple Chunks, Raspberry with Dark Chocolate Chips, Honey Ginger, many more.
The hot product that the company is promoting.
Fruit on the bottom – like it sounds, Blended – plain yogurt mixed with flavor, Bite - has chunks in it.

4. Products Continued
Flips: Tropical Escape, Vanilla Golden Crunch, Strawberry Sunrise, Nutty for ‘Nana, Honey Bee Nana, many more.
Champions: Dragon Fruit, Strawberry, Very Berry, Vanilla Chocolate Chunk, Blueberry.
Come in tubes and multi-packs.
The hot product that the company is promoting.
Flips – contain something to add to the yogurt … prepackaged with the yogurt, Champions – yogurt for children.

5. “Go Real” …
“Real is crafted, authentic and simple. Just like Yogurt should be.”
“Real makes simple ingredients taste simply indulgent.”
“Real is rich and creamy, just like yogurt should be. You can taste from the first spoonful, so grab a spoon and dig in.”

6. What is in it? Only natural ingredients. No preservatives.
No artificial flavors.
Five live & active actives – three probiotics (L. Acidophilus, Bifidus, and L. Casei).
Made with real fruit.
Two times the amount of protein per serving.
Free of gelatin and other animal-based thickeners.
Two times the amount of protein compared to regular yogurt… they use a centuries-old straining technique to remove excess liquid.
Target audience – people who are health conscious and vegetarians like myself.

7. Timeline
2005 Hamdi Ulukaya (Founder/CEO) bought yogurt plant – Chobani was born.
2006 Recipe development “taste buds put to the test.”
This plant use to be a Kraft plant.

8. Timeline 2007 first cup of Chobani arrives in stores in New York.
2009 First billboards, tweets – appear throughout the United States.

9. Timeline Now #1 Greek Yogurt in America.
2010 CHOmobile – 20 cities hit throughout the United States.
Proactive

10. Shepherd’s Gift Foundation
Clip:
10% of Chobani’s profits go to this foundation and the money goes to towards making “the world a more positive place.”
Proactive

11. Acid Whey (05.13)
Acid whey is toxic to the environment and kills off aquatic life, so it can’t be dumped.
Chobani has been paying dairy farmers to take trucks full of acid whey.
Mixed into manure
Mixed into cattle feed (70%)
Converted into biogas – to power farm
For every three or four ounces of milk that enter a yogurt plant, one ounce of acid whey leaves.
Acid whey is not good for animals – it is like a human eating candy.
What is the coverage saying-negative, reactive.

12. Response to Acid Whey
“Right now, we choose to return whey to farmers, most of whom use it as a supplement to their livestock feed. Some is used as a land-applied fertilizer but only at farms that have nutrient management plans in place with the state environmental conversation agency. A small percentage is also sent to community digesters, where the whey is used to produce energy.”
“At Chobani, we are committed to being a good community partner. That includes finding responsible uses for whey, a natural by product of the process to create authentic strained Greek yogurt. We are constantly exploring the best ideas and options for beneficial whey use.”
What is the coverage saying-negative, reactive.

13. Response to Acid Whey Continued
Down playing toxic connotations:
“Whey, put simple is just a natural by-product of making Greek yogurt,” said the statement “it’s the milk minus the ingredients that are used to make yogurt.”
“While it is commonly referred to as “acid” whey, really just refers to the lower pH, occurring during the culturing process. No chemicals or acid added!”
What is the coverage saying-negative, reactive.

14. Hemp Seeds (08.13)
Blueberry Power Chobani Flip contains hemp seeds. Hemp seeds contain trace amounts of THC (Tetrahydrocannabinol).
The United State’s Air Force ban the yogurt for military personnel (anti-drug policy).
Way under federal limit.
Amy Juaristi, director of public relations response “we’re committed to giving our fans what they want and are in the process of removing the ingredient from our Blueberry Power Chobani Flip. We greatly respect our armed forces and take pride in serving our troops.”
THC – the psychoactive compound in marijuana.
An independent “Vote Hemp” (a non-profit hemp advocacy group) – found that eating a ½ pound of commercial hulled hemp seeds like the ones in Chobani would unlikely cause some to exceed the federal limit of 50 parts of THC per billion. A ½ pound is more than 20 times the amount of hemp seeds in a 5.3-ounce cup of Chobani.
Poppy seed bagel example.
What is coverage saying-negative, reactive.

15. Genetically-modified food for dairy cows (08.13)
Chobani provides the dairy cows that supply their milk with genetically-modified food (food does not naturally occur).
People petition Chobani.
- Not “real” not “natural.”
Chobani blog “please know that our team is dedicated to addressing GMOs. We’re currently navigating its complexities, specific to dairy, knowing that teamwork from our farmers and industry is necessary.”
We agree that people have a right to know what’s in their food and want to set the record straight on GMOs. Genetically modified organisms, or GMOs, are organisms that have had their genetic makeup (DNA) altered through genetic engineering in a way that does not occur in nature or through traditional cross-breeding methods. GMOs are found in key commodity crops grown in the United States, like corn and soy. None of our non-dairy ingredients have been genetically modified. The challenge lies in the feed to the 78,000+ cows, across 875+ farms surrounding our plants. The milk from our trusted farmers is not genetically modified, though currently, there’s no universal definition of the GMO-free claim for milk. And the only regulation to account for the feed is organic, which requires farmers to ensure that at least 30% of their cows’ diet comes from pasture grass during the mandatory grazing season. However, we consciously chose not to pursue USDA Organic certification  because our goal is to price our products so that everyone, regardless of income, can have access to delicious, nutritious yogurt. Ultimately, we require a high volume of milk that simply can’t be met by organic farms. We promise to take great care in exploring all options, without compromise to our mission or core values. Thank you for your continued support and please stay tuned.
What is coverage saying-negative, reactive.

16. Voluntary Recall (09/13)
According to the Food and Drug Agency (FDA) at least people have reported getting sick after eating Chobani.
Twin Falls Idaho best-by (September 11 – October 7) and code were recalled.
Mold – can be an opportunistic pathogen in those with compromised immune systems.
Chobani was voluntary recalled – Hamdi Ulukaya (Founder/CEO) recalled the yogurt (not the FDA).
Grocery stores destroy yogurt believe to be contaminated.
What is the coverage saying-negative, reactive.
Current crisis.

17. Recall Continued
The mold – Mucor Cicinelloides: it is commonly found in fruits, vegetables, and dairy products.
The mold caused that yogurt to spoil.
It is not considered to a disease-causing food-borne microorganism.
Hard to detect – even one spore if not identified can cause growth in a sealed yogurt container.
What is the coverage saying-negative, reactive.
Current crisis.

18. Recall Continued Foul smell Bloated containers
Yogurt being more “runny”/”soupy”
Tasted “funny” (i.e. sour)
Gastrointestinal distress
Headache
Diarrhea
Nausea
Cramps
What is the coverage saying-negative, reactive.
Current crisis.

19. Recall Continued “I’m sorry we let you down.”
“My heartfelt apologies to our friends, fans, and consumers who were impacted, as your loyalty and safely is something we cherish and never take for granted.”
-Hamdi Ulukaya.
CEO states to throw out their product, though it “should not” possess a health risk to “most consumers.”
Dear fans and customers From the workers in our factories to our sales teams on the road, there is nothing we take greater pride in than making a perfect cup of yogurt. Chobani was created to make great yogurt that is accessible to everyone, so I take it very seriously and personally when we don't deliver for our fans and consumers.
We recently identified mold in a limited amount of product that came from our Idaho facility. While this type of mold is common in the dairy environment, particularly when using only natural ingredients that are absent of artificial preservatives, it's still unacceptable to me and all of our yogurt makers. Over the past few days, with the help of our retail partners, we proactively withdrew product from store shelves and I decided to voluntarily recall the limited amount of remaining product to be extra careful and cautious. We have worked round the clock to fully fix the issue and have been shipping fresh product to stores. In the meantime, if you purchased yogurt with the code , Best By: 9/11/ /7/ 2013 please discard and contact our Customer Loyalty Team at chobani.com/care to get replacements or refunds.

Thank you very much for your understanding and support.

Sincerely,Hamdi
What is the coverage saying-negative, reactive.
Current crisis.

20. Recall Continued
FDA visits Twin Falls – they did not issue an FDA Form 483 (official documentation of problems that could lead to harm).
FDA continues to investigate - Tamara Ward said in an to NBC News.
A spokeswoman for Chobani, Amy Juaristi, “We identified the specific line at our Idaho plant where we discovered the issue and increased our already stringent quality assurance procedures, including sanitation,” she told NBC News in an . “We are working closely with our suppliers and have taken corrective actions designed to prevent this issue from happening again.”
What is the coverage saying-negative, reactive.
Current crisis.

21. Advertising Partnered with Droga5 – Lead advertising/marketing.
"Few brands across any category, have achieved so much, so fast and without compromise," said David Droga, founder and creative chairman of Droga5 in a statement.
"We are inspired by Chobani's incredible business ambitions and for their ongoing commitment to positive social impact.”

22. PR Weber Shandwick – Public Relations/social engagement strategy.
"Chobani is an amazing success story—a testament to its founder, its people and a category-changing product," said Gail Heimann, president of Weber Shandwick.
“It is a brand that was built largely through a passionate fan base. Our job is to continue to fan the flames of the passionate while giving new users new reasons to try—and love—Chobani.”
Chobani’s PR department has been releasing information primarily online … with the amount of comments in regards to the statements they have made it seems like their the statements they have made have reached their target audience.
If I were VP of communications at Chobani, I would not refer to acid whey as a “supplement” for livestock.
The CEO, did a great job dealing with the mold. He made sure the public was informed that there was a problem with their yogurt, voluntarily recalled the yogurt and had grocery stores destroy yogurt believed to contain mold. In addition, he addressed the problem that caused the mold, and apologized. I think the CEO did a great job addressing this crisis.

23. PR Efforts Tone in hemp seeds example: understanding.
Tone in acid whey, genetically-modified food for dairy cows, and voluntary recall: defensive.
PR efforts align with the Chobani’s corporate website.
Information readily available
Easy to understand
User friendly
Break through the clutter.