The man responsible for Chobani’s rise, perhaps just as much as the brand’s founder, is CMO Peter McGuinness. Hired in 2013, McGuinness saw that the Greek yogurt market had become oversaturated.
His solution? Rather than brawl with competitors for the limited pool of Greek yogurt consumers, McGuinness sought to expand the market. At that time, Greek yogurt was still a novelty in the American market, and many consumers had yet to try it.
Read more at Food Dive:
How Chobani won the Greek yogurt war with experiential marketing