When a brand built on craftsmanship, integrity, leadership, innovation, giving back and people becomes wildly popular, how does it continue to grow without losing sight of the unique values that drove its initial success?

That was Greek yogurt trailblazer Chobani’s challenge in 2012 as it planned to open the world’s largest yogurt factory, 1m square feet, in Idaho.

Chobani went from humble origins to national leadership in a mere 5 years. Founded by Turkish immigrant Hamdi Ulukaya, Chobani started with 5 employees in an abandoned factory in New York, with a simple focus: make honestly-positioned, high-quality, fairly-priced products so that everyone could have access to a delicious yogurt that was, as Chobani’s tagline promised, “Nothing But Good.”

In 2007, Chobani hand-packed its first order of 300 cases. By 2011, had officially started a food revolution, becoming the number-one-selling yogurt brand in America.

Now Chobani’s greatest threat was its own success.

As plans to open the Idaho factory took shape, Hamdi set out to preserve the values that grew the brand. Knowing future success would be fueled by sharing the Chobani culture, the brand launched an integrated campaign to deploy “Nothing But Good” in a much larger way: among employees, the community and the media.

With remarkable national and local press coverage and tremendous support in its communities and from its employees, Chobani proved that staying true to your small company roots, even when you outsize the competition, is a powerful business model.

Defining a Culture - Employees were surveyed to define “Nothing But Good” through 6 values: Craftsmanship, Integrity, Leadership, Innovation, Giving Back, and People.

Category Leadership - Deployed year-long media relations campaign spotlighting the visionary behind Chobani, Hamdi Ulukaya, while also shining a light on the company’s unique “Nothing But Good” approach to doing business by living the values defined by the employees.

Idaho Launch - A community celebration for 2,500+ employees, dairy suppliers, construction workers, civic leaders, and media took place in December ’12 to mark the opening of Chobani’s Idaho factory. The Times-News reported, “Whatever it was, there was a sense of accomplishment in that room, as if we’d all done something great that day.”

Chobani maintained its leadership position as the number-one selling yogurt brand in America, resulting in $1b in sales in 2012.

The media results were extraordinary, with broad national and local reach, and strong pull-through of “Nothing But Good” messages that have solidified Chobani’s place as a unique industry leader who has no plans of slowing down, or backing down, from the competition. Efforts resulted in 2.5+bn impressions in 2012 with placements in The New York Times, Wall Street Journal, USA Today, TIME, Bloomberg BusinessWeek, NPR, CBS Sunday Morning, CBS Evening News, TODAY, Rock Center with Brian Williams, PBS Nightly Business Report, Associated Press and many more.