Match & Wood wins media for Chobani and Gippsland Dairy
Match & Wood has been appointed by Chobani Australia and Gippsland Dairy brands to manage its media strategy, planning, and buying across all channels.
The independent media agency said it was appointed following a competitive pitch process. Cummins & Partners was the incumbent agency and will remain the creative agency.
Head of marketing at Chobani, Steven Blakers said that the brand has “ambitious plans” for both Chobani and the Gippsland Dairy products, which will focus on the “continued growth of the yogurt portfolio and establishing Chobani in the non-dairy milk segment which is experiencing a significant uplift with Australians who are choosing to incorporate plant-based products into their diet”.
CEO of Match & Wood, Lyndelle O’Keefe said: “Chobani have an origin story and mission that truly resonates with us, and it’s been wonderful to see it become a loved and powerhouse brand in Australia over a relatively short time.”
“We’re delighted to have been appointed, against competition from global network agencies, to continue the impressive success they have enjoyed over the past decade.”
Blakers continued: “The Match & Wood team impressed us with their strategic and data capabilities, integrated planning, and a thorough understanding of the grocery and trade landscape. There is also a clear synergy in our brand values and a strong cultural fit, and we look forward to working with the team to realise our strategic objectives.”
Last year, Chobani launched a new platform “Food Made Good” through Cummins & Partners. The brand then decided to move its media agency while retaining Cummins & Partners to its roster after the campaign.
In 2021, Match & Wood had wins including Curtin University, Speedo, HIF Australia, COSBOA, Pentanet, Private Healthcare Australia, Summit Homes Group and Synergy. It also appointed former Initiative and IPG executive, Stuart MacDougall into the newly created role of national performance director, and Sam Enshaw, also from Initiative as national strategy director.
Got a tip?
Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
Linkedin
Congrats Lyndelle, Chris and team. Epic win
Have your say