The One Show
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Category
Social Post / Real-time Response
Annual ID
OS_SM20_055M
About the Work
CHALLENGE: How should Chobani expand the scope of its corporate citizenship efforts to make an authentic and unique impact of scale? INSIGHT: “Lunch shaming” is an unknown but solvable economic injustice that affects hundreds of communities and millions of children across the country.
IDEA: Launch #FillUpTheirPlate campaign—a national grassroots effort to raise awareness of and federal solutions for lunch shaming BONUS OUTCOMES (not mentioned in video): 1) Chobani erased or alleviated lunch debt in 43 schools throughout New York State, Idaho, and Rhode Island 2) Led to 1.54MM incremental lbs of yogurt 3) Coincided Chobani’s highest share ever: 20.22
2020 Awards
Total Points: 2
Merit
Credits
Internal / In-House Agency
Chobani / New York
Chief Creative Officer
Leland Maschmeyer
Chief Design Officer
Michael Ciancio
Chief Marketing Officer
Peter McGuinness
Creative Director
Michael Ciancio
Designer
Melinda Nguyen
Executive Producer
David Isaac
Producer
Ally Taylor
Kristy Kelly
Strategist
Blair Aires
Mark Broadhurst
Sylvana Caballero
Mark Anthony Dingbaum
John Kell
Jason Rahlan
Eddie Revis
Jenna Scilacci
Jenna Scilaci
Lexi Sigesmund
Alaynah Tombridge
Writer
Dane Feldman
Lauren Festa
Creative Team
Dane Feldman
Lauren Festa
Melinda Nguyen
Elnara Mikhaylova
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