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Jennie & son Ace star in Chobani commercial


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#1
fastpitchfan

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Jennie stars in a recent television commercial for Chobani Champions, a Greek yogurt for kids. Jennie is Chobani's first-ever celebrity endorser, and she hits a home run! She is very photogenic and personable, and her Olympic gold medal pedigree doesn't hurt either (especially during the London Games). I'm sure this will lead to other product endorsements for Jennie in the near future.



Feature article from The New York Times website, posted 6/14/12:

Anything-but-Ordinary Mom Pitches for Chobani Yogurt

By STUART ELLIOTT

TOO bad for Greece, and perhaps the euro, that the Greek economy is in no way helped by the surging popularity of Greek yogurt among American shoppers. In another sign of that interest, Chobani, the market leader in Greek yogurt in this country, is stepping up efforts to sell its new children’s product.

Chobani Champions is a Greek yogurt marketed for children. TV commercials feature the former American Olympian Jennie Finch.

The product, called Chobani Champions, was already being advertised in magazines and on Web sites read by parents. Commercials are being added to the mix this month, featuring the first celebrity endorser for any kind of Chobani: Jennie Finch, a pitcher for the United States Olympic softball teams that won the gold medal in 2004 and the silver in 2008.

Ms. Finch appears in the commercial with one of her two sons, Ace, who is 6. (The other, Diesel, turns 1 Tuesday.) The signing of Ms. Finch is no coincidence: Chobani is an official sponsor of the 2012 United States Olympic team.

...The Chobani strategy is encapsulated in the “Win the day” theme, said Doron Stern, vice president for marketing at Agro Farma in New Berlin, NY, in that “it talks to the insight that moms, and to some degree dads, struggle with choices for products for their children.”

Parents want products that are healthy, to make them happy, and tasty, for “happy kids,” he added. “We can offer both.”

Ms. Finch’s role in the commercial echoes the casting of the commercials for Chobani, Mr. Stern said, which feature “real people” like a student from Cortland, NY, and an office worker from Richmond, VA.

The Chobani Champions commercial begins with a couple of lighthearted nods to the athletic prowess of Ms. Finch, who calls herself, tongue in cheek, “a typical mom.” In one scene, she stops at a booth at an amusement park and knocks over enough bottles to win Ace a giant stuffed bear. Then, at his baseball game, she casually catches and tosses a ball without paying much attention.

“And just like any typical mom, I’m thrilled when my champion loves to eat something nutritious like Chobani Champions yogurt,” Ms. Finch says.

The spot ends with Ms. Finch proudly placing Ace’s (tiny) trophy on a mantel in a living room, in between her Olympic medals.

“So even though I’m an Olympian,” she says, “around here I’m just another mom trying to help her champion win the day.”

The humorous tack is important, said Jay Benjamin, chief creative officer at Leo Burnett New York, because “while these products are healthy products, they should still be able to have fun.”

Without that, he added, they risk being perceived as too serious or self-important, in the vein of an oft-quoted New Yorker cartoon from 1928 in which a daughter tells her mother at the dinner table, “I say it’s spinach, and I say the hell with it.”

“We loved the idea” of basing the commercial on the premise that Ms. Finch “may be an Olympic medalist,” Mr. Benjamin said, “but like every mom she’s facing the same challenge: feeding her kids.”

As for plans with Ms. Finch after the 2012 Summer Olympics, “I’m sure we’ll be seeing more of her,” he said, because she is “a great ambassador for the brand.”



#2
SpartanIlliniCub

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So the premise of the commercial is that Jennie has hung up her pro athlete cleats and is now a full-time mom. Her son plays baseball and she is the mom in charge of bringing the treats at the end of her son's game. She gives the kids Chobani Champions yogurt and they all love it and are smiling and happy and the kids don't even realize that the clever mom has bamboozled the kids into eating a healthy snack that helps them perform at their best.

A noble effort. But do any of you remember getting treats like this after a Little League game? If some mom brought me yogurt instead of a Little Debbie snack cake or Hostess fare I would be LIVID. I would probably open the yogurt and throw it at the mom. That's what she gets for breaking the rules. Wouldn't you?

#3
KCSoftball

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Were you one of those "spoiled" kids on the field that threw tantrums so mommy would give them their way? (Joke) :rolleyes:

#4
SpartanIlliniCub

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Yes I was. But the strategy was highly effective. My teammates always feasted on Hostess treats while opposing teams reluctantly choked down Orange Smiles. :)




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