FOR IMMEDIATE RELEASE

Chobani® Champions and KaBOOM! Partner to Inspire Kids to Be Imaginative, Active, Courageous and Caring

Top selling yogurt maker celebrates “champions” across the country through bus tour, social media campaign, Gifts of Imagination Playground™ in a Box™ sets, and more

NORWICH, NY (September 23, 2011) — 

Today, Chobani Champions, the first Greek Yogurt for kids created by the makers of America’s #1 selling yogurt brand, is celebrating “champions” across the country with the launch of a fun, interactive consumer campaign inspired by Chobani’s “Nothing But Good” philosophy.

Chobani Champions is creamy, packed with protein, calcium and vitamin D, and comes in delicious flavors like Honey-Nana and VerryBerry, that kids love. It is also made with only natural ingredients, including low-fat yogurt and real fruit, and is free of preservatives, artificial flavors and milk treated with rBST.

But to Chobani, the notion of Champions goes beyond yogurt.

“At Chobani, we believe that being a ‘champion’ is more than just about eating right,” said John Heath, Vice President of New Ventures and Innovation at Chobani. “Champions are imaginative, active, courageous and caring – the four pillars of our kids’ brand.

Chobani Champions will be celebrating “champions” beginning this fall through a variety of consumer touch points including a bus tour, mobile technology, social media and more.

Champions Tour Bus: 

The Chobani Champions bus will meet with consumers at stops along the East Coast, starting with the Life is Good Festival in Canton, M.A., on September 24th.  In addition to sampling, these local market events will allow consumers to interact with the bus through augmented reality and mobile technology, including a “photo booth.”  The brand has also partnered with KaBOOM! to gift Imagination Playground™ in a Box™ sets to deserving local communities in three cities along the way.

Created by internationally renowned architect David Rockwell, Imagination Playground™ is a breakthrough playspace concept that allows children to design their own course of play using uniquely designed foam blocks in a variety of shapes and sizes, with interconnecting loose parts. The playground set comes in two lockable metal storage boxes, and can be used to build and rebuild with endless possibilities based on children’s imagination.

“We are thrilled to be working with Chobani to bring Imagination Playground™s to communities in need to advance our shared belief that regular outdoor play is critical to a child’s health and well-being,” said Darell Hammond, CEO and Founder of KaBOOM!. “As a result of their generous donation, we are one step closer to making sure every child in America has a great place to play.” KaBOOM! and Chobani have teamed up to support the Save Play campaign to provide great places to play for one million children this year.

To learn more about KaBOOM! and the campaign to Save Play, visit www.kaboom.org.

Champlify Mobile Application:

The Champlify mobile application, available now on Android and iOS, offers a digital destination for parents and kids to participate in activities to unlock trophies and rewards. Champlify challenges users with a series of regular activities that are meant to embody each of the four pillars of being a Champion - Imaginative, Active, Courageous and Caring - while offering bonding and mentoring opportunities for the parent. 

ChampTags/Packaging:

Beginning in October, collectable ChampTag medals will appear under the lid of individual Chobani Champions’ yogurt.  Each specially designed ChampTag medal contains a unique code that brings the image to life in stunning 3-D when viewed using the ChampVision mobile application.  In addition, users have the opportunity to complete challenges to win additional trophies upon unlocking the ChampTag,

For more information and to engage with the brand online, please visit the Champions Website, www.ChobaniChampions.com, as well as Facebook http://www.facebook.com/Chobani and Twitter www.twitter.com/Chobani.

Contact:
Jessica Lokaj
Fleishman-Hillard for Agro Farma
+1-212-453-2173

Nicki Briggs, MS, RD
Director of Communications for Agro Farma
+1-617-515-1564

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About Chobani
As America’s #1 selling yogurt brand, Chobani was founded on the belief that people have great taste; they just need great options. That is why Chobani produces only the highest quality, best tasting products made with only natural ingredients out of their South Edmeston, N.Y. production facility. As part of Chobani’s Nothing But Good philosophy, they are committed to supporting local farmers and strengthening the New York State economy. They exclusively use milk from New York-area farms and give a portion of their annual profits to charities worldwide through the Shepherd's Gift Foundation. All Chobani products are gluten free, Kosher certified, made with milk free of rBST and provide two times more protein than regular yogurt. Chobani retails for MSRP $1.29/6oz, $3.29/16oz, $5.99/32oz, and $3.99/Champions 4-pack. All Chobani products are available nationwide. For more information, please visit chobani.com.

About KaBOOM!
KaBOOM! is the national non-profit dedicated to giving all kids – particularly those growing up in poverty in America – the childhood they deserve filled with balanced and active play, so they can thrive. Since 1996, KaBOOM! has collaborated with partners to build, open or improve nearly 16,700 playgrounds, engaged more than one million volunteers and served 8.5 million kids. KaBOOM! creates great places to play, inspires communities to promote and support play, and works to drive the national discussion about the importance of play in fostering healthy and productive lives. To learn why #playmatters, visit kaboom.org or join the conversation at twitter.com/kaboom or facebook.com/kaboom.