To promote its new Mezé Dips, Chobani is launching a sweepstakes offering a July 4 holiday in a New York City townhouse that has been transformed into a “natural urban oasis.”
Chobani worked with landscapers and chefs to incorporate more than 25 varieties of fresh produce in a modern three-story townhouse, including a “living wall” (shown). The idea is to pair these “edible spoons” with the Meze Dips that will be amply stocked in the house’s refrigerator.
The venue also includes features such as an indoor pool with floating gardens.
Adult (21 and older) fans can enter the sweeps between June 20 and 24 on the promotion’s Web site or the brand’s Facebook or Twitter pages, by registering and indicating their favorite ways to dip.
The prize is a stay in the home from July 1 to July 5 for the winner and three guests, plus transportation.
The promotion is designed to dramatize the all-natural, GMO- and gluten-free ingredients of the Greek yogurt-based dips, which are Chobani’s first product launch outside of the yogurt aisle.
The dips, which are also kosher certified, are being offered in four varieties (roasted red pepper, three pepper salsa, chili lime and smoked onion parmesan).
Chobani says it selected the July 4th period for the promotion because the holiday’s celebrations lend themselves to shareable foods like dips.
The promotion aims to share “something beautiful and natural” with the brand’s fans, said Peter McGuinness, Chobani’s chief marketing and brand officer. “It's highly reflective of how we make and market our food.”
Chobani announced the launch of the dips, and also a line of Greek yogurt beverages called Drink Chobani, in March, in conjunction with the Natural Products Expo West event.
The dips — which will be found in store deli sections — began hitting stores this month and will complete national distribution by August or September, reports Chobani VP, communications Michael Gonda.
To date, Chobani’s marketing for the dips has focused on in-store promotions and sampling in-stores and through its sampling truck fleet, according to Gonda. There have also been a few posts about the new products on the brand’s social media channels.
The brand isn’t yet discussing specifics about the broader Mezé Dips marketing and advertising campaign that will roll out in the fall.
The yogurt beverages, to be located in stores’ yogurt sections, will begin shipping in early July and complete national distribution by the end of the summer.