Inside Chobani's Full-Funnel Campaign With U.S. Soccer
Chobani and the U.S. Soccer Federation partnered on a nationwide effort to nourish athletes, uplift communities and unite fans.
The "Feed the Dream" campaign appeared across multiple channels, including in stores and online, this spring and continued through the summer during the 2026 FIFA World Cup.
Chobani built the campaign with Momentum Worldwide, its commerce agency of record. They were inspired by this insight: While every young athlete might score the goals, it takes an entire community to help them reach the field first, says Denise Joly, program director, 360 marketing, at Chobani.
As part of the campaign, youth soccer teams nationwide were able to enter a contest from April 1 though July 31 for a chance to win $10,000 for their club. The manufacturer plans to award up to 500 clubs in all.
Those who voted for a youth soccer club were also entered into a Chobani-sponsored sweepstakes to win exclusive U.S. Soccer prizes and branded merchandise.
In Stores
Consumers could enter the contest by scanning a QR code that appeared at various events as well as on limited-edition packaging, in-store displays and signage.
Cooler displays and refrigerated endcaps stocked with Chobani SKUs had co-branded headers, shelf talkers, shelf strips and wobblers. The signage had "Feed the Dream" and "Official Nutrition Partner of U.S. Soccer" messaging along with images of U.S. Soccer players such as Christian Pulisic and Sophia Wilson.
At some retailers, the "Feed the Dream" campaign was merchandised directly next to sister brand La Colombe's "Must Be the Coffee" campaign.
To support the campaigns, Chobani held more than 350 sampling events at more than 30 retailers, Joly says. At the events, A-boards printed in English or Spanish touted the contest.
Retailers that participated in the campaign's in-store activations included:
• Mass merchant — Meijer, Target, Walmart
• Drugstore — CVS
• Warehouse — Sam's Club
• Grocery – Albertsons, Hy-Vee, Kroger, Publix, Whole Foods Market
The Partners
The following companies helped bring Chobani's "Feed the Dream" program to life:
Momentum Worldwide – national consumer promotion (contest and sweepstakes), commerce campaigns
Propac – POS print and placement, retail sampling
Retail Sports Marketing (RSM) – retail sampling
Thinking Box – contest website development
Uncommon Studios – Feed the Dream campaign tagline, above the line work
Online
U.S. Soccer players promoted the contest and overall campaign with recipe videos and social media posts. The athletes appeared in video creative shown via retailer media networks such as Albertsons Media Collective.
Other retailer media networks supporting the campaign included AD Retail Media USA, DG Media Network, Hy-Vee RedMedia, Leap Media Group, Roundel and Walmart Connect.
To plug the national promotion, Chobani ran paid digital and display media on Dick's Sporting Goods' GameChanger youth sports app.
The manufacturer also ran linear TV, streaming and YouTube spots to promote the campaign and its roster of U.S. Soccer athletes, Joly says.
"The Feed the Dream promotion is a powerful example of how a brand can tap into a passion point with deep cultural relevance, creating an integrated campaign that connected a global brand with youth soccer players and their communities through one unifying idea," says Jennifer Olliges, EVP, global commerce lead at Momentum.
