Chobani promotes yogurt dip line with vegetable-filled NYC townhouse

By Mary Ellen Shoup contact

- Last updated on GMT

Chobani aims to build up brand recognition for its Meze dip line through its 4th of July sweepstakes.
Chobani aims to build up brand recognition for its Meze dip line through its 4th of July sweepstakes.
Following the launch of its Meze dip line this June, the company’s first departure from the dairy aisle, Chobani will offer a four-night stay in an “edible” living space in a New York City townhouse as part of a sweepstakes promotion. 

The promotional sweepstakes asks consumers to share their dipping habits via the brand’s microsite or on social media with the intention of helping the Meze line gain further recognition as a dip alternative.

Creating an ‘edible oasis’

The Chobani “edible oasis”​ was designed by the company with help from local landscapers and chefs to create a space that features floating gardens in the home’s indoors pool and floor-to-ceiling living garden walls. The home contains more than 25 varieties of products that serve as “edible spoons”​ to pair with with Chobani’s Greek yogurt–based Meze Dip line.

Chobani_MezeDip
To enter the sweepstakes, Chobani asks users to answer a poll about how they consume dip.

The company believes the promotion “is highly reflective of how we make and market our food,”​ said Peter McGuinness, Chobani’s chief marketing and brand officer.

Anyone who is 21 or older can enter to win the four-night stay over the July 4th​ weekend. Chobani says it selected the July 4th period for the promotion because the holiday’s celebrations lend themselves to shareable foods like dips.

Moving out of the dairy aisle

The launch of Chobani’s Greek yogurt-based Meze dip line, in 10-ounce containers, marks the company first move out of the dairy aisle. Now available in major US retailers, Meze dips come in four savory flavors: roasted red pepper, three-pepper salsa, chili lime, and smoked onion parmesan and can be found in the chilled delis aisle.

Each dip uses natural non-GMO ingredients like vegetables, herbs, spices, and the company’s signature Greek yogurt.

With the goal of breaking into new food categories, Chobani is also targeting other Mediterranean-influenced dips like hummus.

“With 80% less fat and 65% fewer calories than leading hummus products, all while being made with only natural ingredients, Chobani Meze Dips are perfect for dipping vegetables, chips or pretzels,”​ McGuinness stated.

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