Dadvertising - The Unseen Target for Chobani Greek Yogurt

Insight report: Chobani

Taylor Lockhart-Lang, Caroline Bottger, Tra To, Megan Blaich

“Dad-vertising”

The Unseen Target for Chobani Greek Yogurt

DBLB & ASSOCIATES, INC

Research Report:

“Dad-vertising”: The Unseen Target for Chobani Greek Yogurt

December 6, 2012

Prepared for: Chobani Inc.

Authors: Taylor Lockhart-Lang, Caroline Bottger, Tra To and Megan Blaich DBLB & Associates, Inc. S.I. Newhouse School of Public Communications 215 University Place Syracuse, NY 13244

Insight report: ChobaniTable of Content

Table of Content

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Executive Summary......................................2Cultural Insight..............................................3Consumer Insight..........................................8Product Insight............................................12!e Overarching insight............................15Cognitive Map..............................................16Media Insight................................................17Quantitative survey....................................20Creative Brief................................................24References.....................................................27Appendices...................................................

Insight report: ChobaniExecutive SummaryExecutive Summary

Executive Summary

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Chobani Greek yogurt was established in New Berlin, New York in 2005 in a very competitive market to great success. It positions itself as the first yogurt that people love, rather than just like. Its “Chobani Love Story” campaign centers on the intense love that Chobani eaters feel for this little yogurt company that could. Despite this, it has experienced slowing growth.

We knew that 50% of the US population are yogurt rejectors, so we needed to dig deeper. We needed to learn why such a significant portion of the US population rejected yogurt so harshly. It was not just taste and smell. From there, we hit upon the notion that the problem might lie in how yogurt is marketed to its eaters. It was agreed that on the whole, yogurt is marketed in a highly feminized way. For example, television commercials marketing yogurt feature exclusively women, enjoying the snack with other women, wearing soft colors and sitting on couches indoors. !e observation was too big to ignore. We decided to investigate men’s attitudes to yogurt and whether there was some insight to be gained in how to market such a feminized product to them.

From the beginning, we knew that we needed to speak to dads directly about their thoughts and feelings on the yogurt market in general. We began with primary research. Insights were divided into four sections: cultural, consumer, product, and media. We used secondary sources to confirm our cultural insight that yogurt is marketed heavily to women, and that men and women have di"erent perceptions of what constitutes healthy eating.

Next, we uncovered consumer and product insights through ethnographic research in supermarkets and interviews with fathers with children under the age of 18. We wrote a survey comprised of 13 questions to confirm the consumer and product insights. We used the findings from the survey to come up with a media insight which we have integrated into our strategic recommendation to Chobani.

From this research, we learned that dads felt left out by the yogurt market. Yogurt, instead of being fed to them by their wives and girlfriends, is a significant part of their lives because it is intimately linked with their children, who ate it frequently. Dads themselves did not eat yogurt often, but it was a healthy snack for their children, whose health was deeply important to the dads interviewed. Furthermore, buying foods that their children enjoyed was just as important to dads as buying foods that were good for them. Dads also want to make grocery shopping an event when they go with their children, because when Mom comes too, she is the boss. Moreover, being an engaged father was a crucial part of these men’s lives - as important as being successful at work. Popular representations of dumb dads bumbling after the wife and kids insulted rather than amused them, because in their estimations, fatherhood is too serious to joke about.

In conclusion, dads respond to products that meet their needs. Hence, our overarching insight is that dads need recognition for their roles as parents. !ey are more likely to recognize a yogurt that recognizes them and their needs. In light of this, we developed a creative brief for Chobani that draws on the love between fathers and children, and how it is expressed in food purchase. Love is in Chobani’s DNA, and acknowledging the love that its customers - especially the forgotten ones - feel for their friends and family will win more users and ensure Chobani’s growth as not just a company, but a company that cares.


CULTURAL INSIGHT

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Research objectives:

Our research goals for cultural insight were to ascertain what aspects of the larger American culture impact consumers’ views of yogurt and yogurt eaters. We investigated whether or not yogurt may be considered a ‘gendered’ product, and whether that has an e"ect on the popularity of yogurt based on demographics. Additionally, in an e"ort to identify a new target for the yogurt category, we sought to identify what views of yogurt and its product benefits could be used to re-target the product culturally.

Research questions:

1) Is gender a contributing factor in consumers views of certain foods?2) What is the popular cultural view of yogurt reflected in the media?3) Are changing gender roles a"ecting changes in American purchasing habits?4) Where in the US is yogurt most popular?5) What psychographics may be seen as linked to views of yogurt / yogurt sales?

Methodology

Our research consisted of secondary data obtained from Simmons OneView, previous case studies conducted in both the yogurt category as well as other ‘gendered‘ products, and analysis of the creative executions of competitors in the category. Key resources included library resources in Gender Studies, and online resources from Advertising Age, PubMed.gov, and targeted Internet searches. We analyzed our data through comparing our Simmons tables against our initial cultural findings from case studies and articles, and identified cultural trends being exploited by successful creative executions.

Facts/Findings/Results

RQ1) Is gender a contributing factor in consumers views of certain foods?Eat Like a Man

In the book “Real Boys,” Jackson Pollack explored the four rigid boy codes that construct the traditional masculinity . !ese codes are: “Sturdy Oak”, “Give ‘Em Hell”, “Big Wheel” and “No Sissy Stu"” (Pollack, 1999). !ese four imperatives strictly dictate men’s behaviors, and more specifically to this research, their food practice. Consumption of vegetables, fruits and sweet foods is disregarded as feminine. Men are considered to be less likely than women to avoid fat, eat fiber, eat fruit and diet, and commit to healthy eating. As the result, yogurt falls right into the category of “feminine food” that is frown upon by men as downplaying their maleness.

!e finding from Simmons shows that men are consistently uninterested in yogurt consumption. However, the highest index number for men and types of yogurt consumption was 86 for yogurt with fruit at the bottom. !is might be due to the unadulterated nature of the fruit. !e lowest index number was 68 for yogurt flavored with fruit, so this led us to believe that men are slightly suspicious of food that they cannot immediately identify, or is a feminine color.

(Source: Simmons OneView)

Cultural Insight

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RQ2) What is the popular cultural view of yogurt reflected in the media?Yogurt as “women’s food”

Beside the gender perception that isolates yogurt from the world of men, the traditional convention of yogurt advertisement makes that gap even wider. !e history of yogurt advertisement has shown clear evidence that this category has been targeted aggressively toward the female middle-class users. !ese stereotypical images and messages from ads contribute to the genderization of yogurt and thus, yogurt has been widely regarded as a “women’s food”.

RQ3) Are changing gender roles a!ecting changes in American purchasing habits?!e modern dads

Sociological studies on men has concluded that masculinity is characterized by the display of strength, leadership and autonomy (Conner and Gough, 2006). Gender studies also showed that there are “multiple masculinities,” plural conceptions of maleness where men tailor their habits and behavior in accordance to their di"erent roles in public and in the household domains (Newcombe, McCarthy and Cronin, 2012). Recognizing the distinction between men in public with other mens and men in the household setting, we see a new potential market for Chobani yogurt.

As husbands and fathers, men have the opportunity to display strength and leadership in form of care and protection for his family’s well-being. Moreover, the family setting partially shields them away from the peer pressure of the other men to display the ultra masculine qualities. Consequently, men as dads appeared as the most promising dimension of masculinity for yogurt marketers to advertise toward and alter their

Cultural Insight

(Source: Yahoo)

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perception of the product.

Furthermore, in the past few decades, as more women leave the home to work, the gender roles in America are changing as a result. A study in 2010 by Yahoo based on interviews of 2,400 U.S. men ages 18 to 64 showed that 51% of men now identify themselves as the primary grocery shoppers in their households. Moms are losing ground to dads in the shopping isle and the control of the shopping cart. About six in 10 identified themselves as their household’s decision-maker on packaged goods, health, pet and clothing purchases. Nonetheless, only 22% to 24% of men felt advertising in those categories speak to them (Ne", 2011).

!is contradiction is highly disruptive to the current market and advertising tradition. At the same time, it poses a great opportunity for Chobani to be the innovator and shift the focus directly toward Generation Y dads. Evidence that this strategy would work is the result of Go-Gurt’s “Dads who get it, get Go-Gurt” campaign.

In this ad, besides the very direct tagline, no mom is seen in the whole ad. Dad is the only parent featured. He is packing lunch for his son and most importantly, he knows what his son wants and what is the best for him. !e Go-Gurt campaign was a success because statistics has shown that Go-Gurt

is preferred by men over any other competing brands. !e Go-Gurt dad is making a new name for fathers; he is the new face for parenting technology. He is up for anything, dedicated to packing his child’s lunch and wants to be deeply involved in his children’s life (Matt Peregoy, 2012). !e Simmons chart below displays that Go-Gurt is yogurt brand that is most bought by dads.

RQ4) Where in the US is yogurt most popular?Yogurt eaters and US geographic location.

!e third cross-tabulation - gender, geographic location, and yogurt consumption - yielded some interesting results. We found that few southern states such as Alabama, Kentucky, or Texas exhibited high yogurt consumption, which we expected, due to the strong gender norms in place there. In states with large metropolis, such as Massachusetts and New York, yogurt consumption was slightly higher than average, which we also expected. States associated with certain healthy lifestyles such as Oregon had a high index too. However, the greatest surprise in the findings was Utah, which displayed a 142 index, the highest of any state.

RQ5) What psychographics may be seen as linked to views of yogurt / yogurt sales?Region, Religion, and Family Values

!is led us to wonder whether there was a connection between the high number of Mormons in Utah and healthier lifestyles, and might even have ramifications on Mormon masculinity. In “On Mormon Masculinity”, David Knowlton writes that Mormon masculinity emphasizes spirituality and purity, through chastity before marriage and involvement in church activities. “Shedding tears” as an indicator of spirituality is not frowned upon; in fact, it is welcomed. !is led us to wonder whether Mormon men might not readily subscribe to a gendered view of activities which mainstream, non-Mormon society regards as typically feminine. On the health level, yogurt consumption makes sense. Readying one’s body both spiritually and physically for heaven may be a factor that leads to increased yogurt

Cultural Insight

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consumption. Another cross-tabulation of religious a#liation and yogurt consumption revealed that other religions which value bodily health as well as spiritual health, such as Buddhism (128 index) and Hinduism (139 index), exhibited high yogurt consumption in Simmons.

Insight:

Dads choose yogurts that choose them. Yogurt needs to ‘Dad-vertise’. Rationale:

Our research shows that mainstream masculine behavioral norms have a profound e"ect on yogurt purchase, consumption, and perception of health & healthy eating. Making the connection between a father’s traditionally protective role and a new-found nurturing role is the key to our new strategy. !is insight reveals a very promising new target for Chobani; men who already buy yogurt for their children, and are more likely to buy it for themselves if they feel they are being recognized by the product as a caregiver, and furthermore, that the brand celebrates their modern masculinity. !is is a product for men who want to take charge of their own health, just as they do their children’s.

Limitations of the study:

All of our data was obtained through secondary research, so the generalization of our findings and application to our topic is based heavily on our interpretation of the findings. No primary research has yet been conducted, which could aid in confirming our hypothesis and contribute to our insight. Our method is valid because there is a tremendous amount of secondary data available on gendered consumerism, and the creative executions of our competitors in the category are very informative of yogurt’s feminization. Data on yogurt is relatively complete in the Simmons database up to 2009. However, as we do not have access to data past 2009, Chobani is not yet listed as a yogurt brand. !is limited our research to the

category overall, but this was actually more appropriate for the purposes of this research.Next step:

We shall conduct consumer research at four grocery stores, in addition to holding two focus groups. During our ethnographic research in the grocery store we shall observe and interview male and female consumers of yogurt to gain insight into their shopping behavior, and what they consider when choosing a yogurt.

As for our focus groups, our two non-probability samples shall be segmented into 35-44 year old men with school aged children, and a control sample of 35-44 year old men without children. Our moderators will focus their questions on health, food, shopping, and finally yogurt, but will not mention children or fatherhood until the final stages, in order to compare the answers of fathers vs. non-fathers objectively. !is age group was selected as our current target market because males that are 35-44 are more likely to have school aged children.

Cultural Insight

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CONSUMER INSIGHT

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Our research objective for consumer insight was to gain insight into the di"erences between how men and women shop for groceries; di"erences in behavior, purchase patterns, etc. In addition, we were curious about how the presence of a spouse or of children a"ect men’s shopping behavior and purchasing decisions.

Research questions:

1) Do men take more or less time than women to make a yogurt purchase?2) How many brands to men/women typically browse?3) What else do they look at in the store/aisle? What else has their attention?4) What packaging option do men/women gravitate towards? (Small/Large/12 pack)5) How does behavior di"er when men are alone vs with their wife/kids/both?

Methodology We performed ethnographic research in the yogurt aisles of three di"erent grocery stores, the customer bases of which vary by demographics and income. In addition, we incorporated relevant questions about shopping experiences into a series of one-on-one interviews with fathers of school age children.

Ethnographic research conducted on 11/21/2012 in the follow three grocery stores:Wegman’s (4438 James St., Syracuse NY, 13206): 1pm, 30 minutesPrice Chopper (4713 Onondaga Boulevard, Syracuse NY, 13219): 1:45pm, 30 minutesWal-Mart (6438 Basile Row, Syracuse NY, 13057): 2:30pm, 30 minutes

Interview dates, times, and places (all took place this year - 2012):November 5: 11:15 am, o#ce in S.I. Newhouse School of Public CommunicationsNovember 6: 10am, o#ce in S.I. Newhouse School of Public Communications; 11:30am at the respondent’s home; 11:30am at the respondent’s homeNovember 7: 2pm, study room in S.I. Newhouse School of Public Communications; 2pm, Eggers Cafe in the Maxwell School of Citizenship and Public A"airs, Syracuse University; 5:30pm at the respondent’s home; 6:15pm at the respondent’s home.November 8: 11:15am, o#ce in S.I. Newhouse School of Public Communications

Facts/Findings/Results:

RQ1) Do men take more or less time than women to make a yogurt purchase? !e men we observed took significantly less time to make a yogurt purchase than women. We noted that every man who shopped in the yogurt aisle, without exception, used a shopping list. !ey knew exactly what they were looking for by brand and flavor, and if they did search the aisle, it was because they could not find the brands or flavors they were looking for (we established this from comments the subjects made out loud to themselves or others). To our interpretation, men were patient enough, but are certainly flummoxed when they can not immediately locate their preferred brands. !ey appeared to rely heavily on recognizing familiar packaging. !is was confirmed by some respondents during the interview process. In addition, when asked how their shopping experience would be di"erent if they were alone rather than with their children, all respondents said it would be faster.

RQ2) How many brands to men/women typically browse?

Consumer Insight

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As stated, we did not observe men ‘browsing’ yogurt, but the most we saw a man pick up and investigate before purchase was two brands. Women typically picked up 2 kinds of yogurts before making a decision (di"erent brands or flavors) and spent a couple minutes looking in the aisle. Some women in the end did not even buy yogurt and walked away. All men who shopped in the yogurt aisle bought yogurt.

RQ3) What else do they look at in the store/aisle? What else has their attention? Women who shopped alone were often on their phones, either talking or texting. !eir attention would be divided between the label of the products they were considering, and their phone’s screen. !ose who were with their husbands would often talk to them but not look at them (this will be addressed further in RQ5). !ose who were with children seemed to ignore them for the most part.

As stated, all the men we observed shopping had paper lists. !ey would break from shopping to take stock of the list, but overall seemed very intent on their purchases. !ey did not allow other things to distract them. Di"erent behavior could be observed however, when part of their attention was devoted to their children (RQ5).

RQ4) What packaging option do men/women gravitate towards? (Small/Large/12 pack)

Women bought a small amount of yogurt, usually in singles. !e men we observed bought Greek yogurt in all packaging orientations; singles in larger quantities (6-8), 24oz containers, and flat packs of 12. Interesting to note was that men bought exclusively Greek yogurt. From our interviews, we found that men typically visit the grocery store less often than women. From cross-analyzing these two sets of data, we inferred that men are likely to buy more yogurt per trip in order to stock up, and have enough until their next grocery shop.

RQ5) How does behavior di!er when men are alone vs with their wife/kids/both? As touched on in RQ3, women speak to and attempt to engage their husbands/boyfriends in the shopping process. !e men we observed with their wives/girlfriends appeared very unengaged and silent. In fact, they did not speak except to say ‘yes’. After observing them separately, we began to focus on how men and women behave while together in the grocery store. We found that the grocery store appeared to be a place where the woman is in control, and men surrender authority over purchasing decisions. !is does not appear to make either party very happy.

Another interesting behavioral dynamic is that of men and women with children. Women appeared quite beleaguered by their child’s talking and requests for di"erent products. Mothers would either immediately refuse to make the purchase or ignore the child entirely, who would then continue to follow obediently behind, much like their husbands do. !e grocery store is definitely a place where Mommy has the final word.

However, upon observing men with their children, the dynamic was very di"erent. All the men we observed who shopped with their children not only spoke to the children the entire time, but made consistent e"orts to engage the children in the shopping process. !ey would ask kids to help them find a certain product, or if they could remember which flavor was Mommy’s favorite. !ey would also ask the children what flavors they wanted and give them some choice. !ese actions did not seem a desperate attempt to keep the children under control, but rather a very e#cient and capable means of keeping the children on task and getting the shopping done quickly. Respondents in interviews confirmed that they also made e"orts to get the children through the store quickly by engaging them in di"erent tasks. One respondent even said he took some extra time in the store while with his daughter, to see her favorite parts of the store and make it a bit of an outing.

Consumer Insight

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In short, women have become very accustomed to a role of power in the grocery store, and husbands and children both have learned to cede to that power. However, this is a new role for Daddy which he seems to enjoy because it allows him to inhabit a new role of power in making purchasing decisions for his family, exert new kinds of parental authority, and engage in a new kind of activity with his children. When men are alone with the children without interference from Mommy, they are able to exercise this new role. While Mommy is there, they revert to the old dynamic.

Insight:

Dads don’t want to be backseat drivers. !ey want to drive the cart.

Rationale:

We have observed two things: that men do buy yogurt, and that fathers are involved in what their children eat. Both facts are almost completely ignored by the media, not least of all by yogurt commercials. Our cultural insights have taught us that men are seeking recognition for their roles as fathers, for fatherhood to be glorified by the media in the same way that motherhood is. !ere is plentiful data which shows that women respond well to products advertising which appeals to their roles as moms ie. P&G Olympic campaign 2012, of which Chobani played a part. We have data to suggest (high male index for Yoplait Go-Gurt purchase) which suggests fathers would respond in a similar way. !is will be addressed further in Media Insight.

Limitations of the study: !e grocery stores observed are all located in one region of the United States, which makes it di#cult to generalize findings. Additionally, we observed during one day of the work week. Di"erent behavior may have been observed during a weekend, or di"erent month of the year.

Next step:

Next, we will attempt to quantify findings from our ethnographic research as well as responses from one-on-one interviews through an online survey.

Consumer Insight

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PRODUCT INSIGHT

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To ascertain what men, especially fathers, think and feel about yogurt itself, with a particular focus on branding, packaging and health benefits. Research Questions:

1) What is the male perception of yogurt packaging overall? Chobani in particular?2) What flavors of yogurt do men prefer?3) What health/product benefits of Greek yogurt are most important to men?4) What time of day do men usually eat/serve yogurt? How is it incorporated into the diet?5) What are the criteria men use to di"erentiate di"erent types/brands of yogurt? Methodology:

From our ethnographic research, we formulated interview questions for in-depth interviews with men with children under the age of 18. During each interview, we asked questions about grocery shopping, yogurt purchase & attitudes, responses to advertisements, and finally, fatherhood.

Interview dates, times, and places (all took place this year - 2012):November 5: 11:15 am, o#ce in S.I. Newhouse School of Public CommunicationsNovember 6: 10am, o#ce in S.I. Newhouse School of Public Communications; 11:30am at the respondent’s home; 11:30am at the respondent’s homeNovember 7: 2pm, study room in S.I. Newhouse School of Public Communications; 2pm, Eggers Cafe in the Maxwell School of Citizenship and Public A"airs, Syracuse University; 5:30pm at the respondent’s home; 6:15pm

at the respondent’s home.November 8: 11:15am, o#ce in S.I. Newhouse School of Public Communications Facts/Findings/Results:

RQ1) What is the male perception of yogurt packaging overall? Chobani in particular?

Yogurt packaging was not perceived ‘manly’. One respondent even called Yoplait’s cylindrical packaging ‘too dainty’ for him to handle. It was not thought of as hefty. Chobani, on the other hand, was perceived as having the bigger, heavier packaging. One respondent expressed a concern that the Chobani individual yogurt pots would be too large for children to handle. RQ2) What flavors of yogurt do men prefer?

Men preferred the simple flavors, chiefly vanilla, strawberry, and blueberry. !ere was a resistance to the plain Greek yogurt because of the tart flavor. Many men associated Greek yogurt with protein, health, and fitness, but few actually liked Greek yogurt because of the ‘tart’ taste. Often, yogurt was discovered to have benefits which were previously unknown to the men. For male yogurt eaters, it was used in cooking or as a vehicle for fruit, granola, nuts, etc. RQ3) What health/product benefits of Greek yogurt are most important to men?

!e health benefits of Chobani were very appealing to most of the men interviewed, and few knew of Chobani as a Greek yogurt brand. One knew of Fage, but only because his wife ate it for the health benefits. Overall, !e health benefits of Chobani were very appealing to most of the men interviewed, and few knew of Chobani as a Greek yogurt brand.One knew of Fage, but only because his wife ate it for the health benefits. Overall,

Product Insight

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it was perceived as healthy, with less sugar and fat, good for the stomach (or “internal fauna”, as one respondent put it), and of course, high in protein. Many respondents were interested in the protein content, and one interviewee even wondered why it was not placed more prominently on the pot packaging. Indeed, the Chobani package design emphasizes the fat content but not the high protein. !is is in fine print on the side of the pot. However, the general feeling among correspondents was that yogurt was not “for” them, but for their children or wives. Health factors were important, but the men were unengaged with them. RQ4) What time of day do men usually eat/feed the children yogurt? How is it incorporated into the diet?

For males overall, morning was the prime time for yogurt eating. For their children, it was part of the lunchtime ritual and at snack time in the afternoon. Yogurt products which were easy to throw in their children’s lunchboxes were preferred over yogurt products which required a utensil to consume it. For the men personally, yogurt was used in cooking but only one interviewee cited an actual situation where he had heard of yogurt used in this context. Yogurt was associated with a specific time and place, and often with factors ******* RQ5) What are the criteria men use to di!erentiate di!erent types/brands of yogurt?

When asked, few respondents named brands outside Dannon or Yoplait, so we saw immediately that di"erentiation between yogurt brands would likely be nonexistent. Packaging and branding were di"erentiating visual indicators that the men used during the search for the yogurt in the dairy aisle. It was clearly not a product that meant a lot to them outside the sphere of childcare, so hence the superficial factors. What they looked for was what their children would eat. When asked what words they associated with yogurt, two respondents tellingly said “the kids” or their child’s name. !e relative health benefits of yogurt were discussed much more whenever the children came up. Many checked nutrition labels for the good of their children, and chose flavors on this basis also. Go-Gurt was “pure sugar” to

some respondents, while Yoplait was a stop-gap. Dannon was associated with Danimals, a product for young children. Some did not di"erentiate by brands at all, or did not purchase based on this di"erentiator. !e store-bought brands came up multiple times.

Insight:

For dads, yogurt is primarily a health food. Whether they eat it or just buy it for their kids, it’s for their kids’ benefit.

Rationale:

Men know what they need and therefore believe that they know what their kids need. Men respond to simple flavors and simple packaging because they have a simple need to feed their kids healthy food and instil healthy eating habits in their children. Limitations of the study:

Not all the subjects were aware of the Chobani brand. !e wife of one respondent bought Fage Greek yogurt. !is limitation might be an advantage in terms of brand growth, but it also signals an uphill struggle. For later research, it allows general ideas about yogurt to come through unfiltered. Next step:

Not all the subjects were aware of the Chobani brand. !e wife of one respondent bought Fage Greek yogurt. !is limitation might be an advantage in terms of brand growth, but it also signals an uphill struggle. For later research, it allows general ideas about yogurt to come through unfiltered.

References:Interviews

Product Insight

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Insight report: ChobaniThe Overarching Insight

!e Overarching Insight

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Dads need recognition for their roles as parents.

They are more likely to recognize a yogurt that

recognizes them.

Insight report: ChobaniCognitive Map

Cognitive Map

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Dads and Yogurt

Healthy eating

“I’m always teaching them.”

“Yogurt is chick food”

“I hate the American trope that fathers are stupid.”

Healthy within reason

“Coaching, attending games and being involved in day to

day lives of the kids.”

Parenting

Yogurt in advertising culture

Becoming more involved in the family

Need to be recognized as competent and

involved parent

“I like to see kids eating healthy snacks

like yogurt rather than chips.”

“I play and interact with him on a daily basis.”

“As a Dad I look at other father’s who are successful at their jobs but also are great Dads that are actively

involved in their kids lives.”

“I can’t really decipher between brands.”

“My father was not very communicative and he doesn’t talk a lot to me so I always try

to talk a lot to my son.”

“!e protein factor is secondary to taste for me and primary for my son”

Highly feminized Homogeneous to men

“!at ad, per se...it’s not memorable for

the product.”

“I do a lot more for my children as a father than people realise.”

Healthy eating and fatherhood

“I buy my child healthy food to

teach them good eating habits.”

“I buy my kids healthy foods though I don’t

always eat them myself.”


MEDIA INSIGHT

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Insight report: ChobaniMedia Insight

Media objectives:

Our research has recommended the following media objectives:

- Engage dads together with their kids- Fit into dad’s shopping experience, and allow him to involve the kids- Recognize and invite dads to engage as active parents- Connect Chobani with good parenting and teaching healthy eating habits

Media idea: Our recommendation is a mobile & iPad app made by Chobani in association with Wegman’s. !e app allows dad’s to import or create their shopping list, and the list is turned into a relay course through the grocery store. !e kids can help dad keep track as they make their way through the store collecting all the items on the list. !e app tracks their progress, and Chobani rewards and coupons are awarded along the way. Kids get to pick their flavor when they get to the Chobani isle, and are rewarded with a cartoon which corresponds to the QR code on the Chobani champions pack. Health facts about the food they encounter and check o" the list teaches the kids about healthy eating and about how to make a good grocery list. !is idea is consistently backed up by the preceding research. Our research has produced the following insights:

Cultural Insight: ‘Dad’s choose yogurts that choose them. Yogurt needs to ‘Dadvertise’.’- Dads have a need to be recognized as parents.

Consumer Insight: ‘Dad’s don’t want to be backseat drivers. "ey want to drive the cart.’- Dads want to be in control of the shopping experience with their kids,

while engaging them in the process and having fun.- Dads like the grocery shopping to be orderly and e#cient. !ey engage the kids in the process to keep them behaved and to get through shopping as quickly as possible.- Dads like doing activities with their kids which allow them to take on an independent role as parents.- Dads use shopping lists, often on their phone.

Product Insight: ‘For dads, yogurt is primarily a health food. Whether they eat it or just buy it for their kids, it’s for their kids’ benefit.”- Dads use yogurt to teach their kids healthy eating habits

Rationale:

Both father and child are completely engaged together in a fun activity, which not only ensures that Dad gets everything on the list in an orderly way, but that the kids see that Dad has got it all under control, and that Dad is the one responsible for getting their food. !at recognition, not only from Chobani but from their children, appeals to Dads. It also ensures that the kids feel involved in the shopping experience, which is also important to Dads. !e facts about healthy food and how to make a good shopping list teach the kids the healthy eating habits which Dads endeavor to teach their children through the food they buy.

Measuring the results: !e results are very easily measured:

1) !e number of downloads from the app store indicate how many households are using the app

2) !e mapping feature which tracks the progress through the store (users

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Insight report: ChobaniMedia Insight

are required to indicate which Wegman’s they use) will allow tracking on how many users there are per area

3) Chobani coupons obtained through the app will be redeemed at Wegman’s locations, indicating usages and the connection being made to Chobani

4) Increased Chobani sales can be measured against which locations have more app users to confirm the connection.

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QUANTITATIVE SURVEY

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To quantify the findings from our qualitative research, which are the following:

- Yogurt is marketed heavily to women.- Men want to have a say in how their children are raised, and health is an important factor in this responsibility.- Yogurt was not perceived as aspiration for men. !ey prefer plain flavors.- Men like to make shopping into a fun event. We would like to create an app that they can use with their children which will make the trip fun and emphasise healthy eating, specifically yogurt. Research Questions:

1) What are fathers’ general yogurt consumption habits?2) How do men perceive their roles as fathers in a world where gender roles are changing?3) Is there a link between encouraging healthy eating in children and being a good father?4) How do men feel about how fatherhood is portrayed in advertising?5) Are there any exploitable aspects of mens’ shopping habits? Methodology:

We wanted only men with children to complete the survey because of the specificity of our insight. We accomplished this by purchasing a targeted audience through the survey service SurveyMonkey.com, reaching out to male friends and colleagues with children, and contacting popular daddy bloggers about possibly posting the survey on their blog.

!rough SurveyMonkey.com, we purchased 50 male respondents over the

age of 18. We ordered a two-day expedited delivery of the results due to time constraints. However, we finished with getting over 100% more respondents than we paid for. We were not charged for the extra respondents.

Personal connections comprised of friends from the graduate program who passed on the survey to their male friends with children, professors from our undergraduate programs, and colleagues from the o#ces of our parents.

We contacted three daddy blogs from the United States: !e Real Matt Daddy, Dada Rocks!, and Daddy Knows Less. We chose them because they appeared on top 10 daddy blog lists and had a robust, constant social media presence on Facebook and Twitter. Our rationale for this was that if they kept us regular contact with their many readers, that there would be a high likelihood of more responses to the survey. However, only one blogger, Matt Peregoy of !e Real Matt Daddy, was interested and willing to post the survey to his blog. !e other bloggers explained that even though they blogged about fatherhood, the majority of their readership was female, so they did not have high hopes of the survey’s success. In light of this, we decided to purchase respondents from SurveyMonkey.com to ensure that we got the appropriate target respondents. Facts/Findings/Results:

Total responses: 127

Demographic

- 100% men- 82.7% married- 96.8% with 1 or more children

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Yogurt Consumption

- More than half of the respondents’ families eat yogurt more than a few times a week (75.6%).- 6.3% of men do not buy yogurt and the majority of the rest buy yogurt mainly for themselves and their children.- Despite the strong feminine connotation, Yoplait is still the bought the most, followed by Dannon and other brands.- !e most important criteria for men to choose certain yogurts brands are flavor (70.1%), price (51.2%) and nutrition content (47.2%) - Men are more likely to choose plain and traditional flavors like vanilla (50.4%), strawberry (73.2%) and blueberry (49.6%) Shopping Habits

- Predominantly, fathers shopped either alone or with their spouses on a regular basis. 38.9% shopped with their spouse; 38.1% shopped alone.- Only 23% responded that they shopped with their child/children typically.- Shopping with young children is widely accepted as a stressful experience. One interviewee described how he prepped his children for grocery shopping: “no whining, we’re in, then we’re out.”- Going to the store with the kids was rarer, hence, an event, and this is how dads even viewed shopping with the kids. It was not regular practice, but when it did happen, it was fun.

Health and Fatherhood

- Men responded most strongly to the statement “It’s important to me to be as a father as I am at my job.” No other statements elicited such a strong response.- When it came to statements about their health and that of their children,

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between 40% and 50% of men agreed that not only did they buy health food to teach their kids good eating habits, to a lesser but still significant extent, they ate healthy food to set an example.- !is fits our product insight that while men might not perceive yogurt as something aspirational for them, there is evidence that when it comes to their children, men are willing to do most anything for their health.

Importance of the child’s opinion

- Unlike moms we observed in our ethnographic research, dads took the opinions of their children into account when grocery shopping.- Sometimes, they even asked their children for insight into the needs of their wives. “What flavors do you think Mom wants?” one father asked his son in Wegman’s.- As our survey shows, both preferences and nutrition made up overwhelmingly parts of the decision-making process for fathers shopping for their children.

Insight:

!e quantiative results show that findings of our previous research do in fact indicate a widespread shift in American gender roles and how they relate to consumer culture.

Rationale:

!e quantiative results confirmed the findings from our qualitative research. Limitations of the study:

As with any research project, we always need more respondents. Further-more, it was a mix of stay-at-home fathers and working fathers. !e ques-tions were written for working fathers, including questions about balancing work and home life, rather than stay-at-home fathers, who necessarily priori-tize their children’s needs over their own professional needs.

Quantiative Survey

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CREATIVE BRIEF

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Objective

To recognize dads as active parents, and champion their emerging roles at home, the grocery store, and in their kid’s healthy eating.

Target Audience

Jack, age 35, married for 9 years. He works in Media sales, and his wife Tina is a realtor. Since Tina often commutes at night for work, Jack is in charge of making dinner for their 6 year old daughter Blair. Jack loves spending one-on-one time with Blair. He never remembers spending quiet time like that with his Dad, who worked late and when he got home he was tired. Jack and Tina are both busy professionals, so they try to split the responsibilities of Blair’s care equally. He works hard to do both, but sometimes he feels under appreciated. People assume Tina does it all on her own. !ey don’t realize that she’s only able to do 5:00 house showings because he picks Blair up from school and goes grocery shopping. As if that weren’t enough, whenever he’s at the grocery store, most of the kids products are marketed to moms, not him. Jack wishes they knew Tina was at work, and he’s the one they’re talking to now.

What does he currently believe?

!at advertisers don’t know who he is. !ey don’t realize that he’s the one pushing the cart. !ey probably think that he’s only there if mom’s sick or something, and that he has no idea what they need. !ey just don’t get him.What do we want him to believe?

!at Chobani knows what kind of dad he is. !ey know that he’s walking past the yogurt isle with Blair in the cart, and that he doesn’t need mom there to tell him what to buy. !ey know how important it is to him that Blair not only eat healthy foods, but that she knows her dad cares about making sure she does.What is the most convincing promise we can make him?

Buying Chobani will show that he’s a capable, involved parent.

Reason to Believe

Chobani Champions are a healthier yogurt that taste great, and set apart dads who know the di"erence.

Executional Mandatories

Dad must be seen as capable, not as a comical character struggling to meet his kid’s needs.

Creative Brief

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Insight report: ChobaniReferences

‘#Dadvertising: @Yoplait’s Go-Gurt “Gets It” Mostly Right’, September 19, 2012, http://www.therealmattdaddy.com/2012/09/dadvertising-yoplaits-go-gurt-gets-it.html

Gough, Brenden; Conner, Mark T.; ‘Barriers to Healthy Eating Amongst Men: A Qualitative Analysis’ (University of Leeds, Dept. of Psychology, July 11, 2011) http://www.ncbi.nlm.nih.gov/pubmed/16011867

Knowlton, David, ‘On Mormon Masculinity’, August 1992, Sunstone Magazine (88) . Pages 19-31.

Ne", Jack, ‘Time to Rethink Your Message: Now the Cart Belongs to Daddy’, January 17, 2011 http://adage.com/article/news/men-main-grocery-shoppers-complain-ads/148252/

Newcombe, Mark A.; McCarthy, Mary B; Cronin, James M., McCarthy, Sinead M., ‘Eat Like A Man: A social constructionist analysis of the role of food in men’s lives’ http://www.ncbi.nlm.nih.gov/pubmed/22683804

Pollack, William, Real Boys: Rescuing Our Sons from the Myths of Boyhood, (New York: Henry Holt and Company, 1999).

Swanson, Amy, ‘Dad’s Are Consumers, Too: Dad-vertising? It’s About Time!’ http://www.qualitylogoproducts.com/blog/dads-consumers-dadvertising/

Simmons OneView

References

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Insight report: ChobaniAppendices

Appendices

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Dadvertising - The Unseen Target for Chobani Greek Yogurt

Documents

Transcript of Dadvertising - The Unseen Target for Chobani Greek Yogurt