Chobani: Meze Home
New York City, NY
Challenge
Celebrate the launch of Chobani Meze Dips with a fun, natural, and experiential media-focused campaign that drives awareness and trial around the 4th of July (America’s favorite “dipping holiday.”
Approach
In less than 30 days, Trigger(House sourced, contracted, and transformed a unique NYC townhouse into the first-ever edible, livable, and snack-sharable home featuring a floor-to-ceiling living wall, a custom floating garden, and multiple living snack stations. Over the course of two weeks, this 12-million dollar Chelsea townhouse was activated daily on behalf of the brand, hosted private media events, curated evenings for bloggers/social influencers, and produced product photoshoots. The project culminated in a national sweepstakes in which one lucky winner (+ three guests) were awarded a holiday weekend stay in Chobani’s Meze Home.
Results
The Chobani Meze Home was a PR success, picked up by more than 400 media outlets totaling upwards of 300 million impressions, including top-tier outlets such as Travel + Leisure, The Daily Meal, Advertising Age, and Delish. Both media and influencer coverage engaged consumers, generating over 8,000 sweepstakes entries and the top-performing Facebook and Instagram posts for the brand to date.
