what an oat-iful world
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what an oat-iful world *
OAT SO CHOBANI
Brand Messaging
Campaign
Illustration
Digital Animation
Campaign Guidelines
Art Direction
Created at Our Revolution
How It Started.
Chobani, the number one yogurt brand, was ready to expand into the non-dairy space with a new oat milk and yogurt range — designed to offer delicious, nutritious alternatives for flexitarians looking to reduce dairy without sacrificing taste or texture. But plant-based categories can be a tough sell: consumers often perceive them as lacking in sensory appeal, while competition is noisy and growing.
The challenge was to create a launch campaign that could overcome taste and texture barriers, educate shoppers on the benefits of oat milk and yogurt, and build long-term brand equity for the range. It needed to be playful enough to draw people in, distinctive enough to be remembered, and flexible enough to live across multiple channels and future campaigns.
What We Did About It.
We tapped into Chobani’s established consumer brand strategy to ensure the oat range felt fresh, yet undeniably part of the Chobani family. The playful, whimsical illustrations from the packaging became the heart of the creative — expanded into a charming, fully realised “Chobani Oat-iful World” that celebrated flavour, versatility, and joy.
Sensory storytelling drove the campaign. Melodic, upbeat copy highlighted taste and texture, positioning oat milk and yogurt as a delicious choice for any occasion. The visuals extended across digital, print, in-store, and social — building recognition through consistent assets and a clear design language. To ensure longevity, we developed detailed asset guidelines so the Chobani team could confidently evolve the range identity in future campaigns.
The result was a campaign that connected with flexitarian consumers on both a rational and emotional level — educating them on the benefits of oat milk and yogurt, while making the range irresistible through enjoyment cues, charm, and sensory appeal.
