Chobani has released a limited edition Easter yoghurt, the Chobunny Easter Flip, transforming its brand name as well as its packaging with an illustrated bunny front of pack.
The hot cross bun flavoured yoghurt is part of the Chobani limited edition flip range, and is made from Greek yoghurt plus crunchy mix-ins.
Chobani Australia managing director Lynley Radford told PKN that with each new limited batch SKU, the team wanted consumers to feel excited about the yoghurt through innovative packaging that brings the flavour to life.
“For our hot cross bun Flip, we wanted to create a ‘shareworthy’ character packaging that drove engagement with our fans,” Radford said.
“That’s how Chobunny was born! We kept the brief to our design agency very open, and collaborated with them on semantics, colours and themes.
“The world of pastel colours and bunnies was a unanimous place to start. Early in the process, a pastel pink colour screamed ‘Easter’ the loudest to us.”
A number of bunny illustrations were presented to the Chobani team before landing on the bunny used front of pack, which is “clean and modern, but still had heart and felt Chobani,” Radford said. It also “felt part of the same family” as previous limited-edition SKUs, such as the Spooky Vanilla Ghost and Pavlova reindeer.
Radford said the name Chobunny was presented to along with the first concepts.
“While it went against all instincts NOT to mess with the logo, the delight and cleverness of Chobunny overruled that!”
Chobani’s Chobunny Easter Flip is available over the Easter period from Woolworths for RRP $3.00.
