TLDR
Chobani has signed Matildas forward Mary Fowler to front the national launch of its High Protein Greek Yogurt Drinks, the brand's first move from yogurt into drinks. The campaign is by Special, with media through Hatched Media, and the range is now in Woolworths, Coles, IGA and convenience chains.
KEY TAKEAWAYS
The launch
Chobani has named Matildas forward Mary Fowler as the face of a new campaign platform as its locally made High Protein Greek Yogurt Drinks roll out nationally. It is the brand's first move from yogurt into drinks, and the range is now stocked in Woolworths, Coles, IGA, 7-Eleven, On The Run and selected Ampol, BP, Reddy Express and convenience stores.[1]
The drinks went on sale first through 7-Eleven and On The Run in South Australia from late September, with the wider rollout planned for November. They come in 270ml and 400ml bottles with 20g or 30g of protein, which Chobani says comes from fresh milk, and contain no added sugar or artificial sweeteners.[2] The 20g range comes in Vanilla, Mixed Berry Vanilla and Tropical; the 30g range in Mango, Vanilla and Strawberry.[3]
Why protein
Chobani says its High Protein yogurt portfolio grew 81.5% in value in the quarter to 6 September 2026, ahead of 39.2% growth for the segment.[1]
"This isn't simply a new product launch. It's an important milestone for our business and an opportunity to take Chobani beyond yogurt, giving Australians a new way to enjoy the quality and nutrition they know us for," said Ellie Vince, Chobani Australia's general manager of marketing. She said the brand wanted a partner who "genuinely embodied the spirit behind the campaign, while helping us introduce the category to a much broader audience".[1]
Fowler said she liked that Chobani is "always looking at ways to do things differently, while still focusing on quality".[1]
The agencies
The campaign was created by Special, with media planned and bought by Hatched Media, and runs across out-of-home, digital, social, retail, sampling and PR.[1] Special last week took on private equity firm Waterman Capital as an investor.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
