New York-based Confidant will create media campaigns to promote upcoming product launches as Chobani seeks to maximise the business potential of its $900m La Colombe acquisition
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La Colombe’s Draft Latte Strawberry Mocha range | Photo credit: La Colombe
US dairy giant Chobani has appointed communications agency Confidant to build and manage high-profile marketing campaigns for its dairy alternative range and La Colombe specialty coffee business.
As Brand and Lifestyle Communications Agency of Record, New York-based Confidant will lead media relations for the two brands, which it described as “category disruptors” in their respective industries, with a specific focus on consumer lifestyle, food and trade media.
Confidant kicked off the partnership with a Love Over Lattes campaign in January 2025 to promote La Colombe’s limited-edition Draft Latte Strawberry Mocha range. The communications agency said its work will highlight the specialty coffee group’s “expertise in craft coffee”.
Chobani acquired La Colombe Coffee Roasters for $900m in December 2023. While the Pennsylvania-based specialty coffee roaster and 30-store café chain continues to operate as an independent entity, the tie-up enables La Colombe to utilise Chobani’s extensive distribution network, which comprises over 95,000 US retail locations, including major supermarket chains Walmart, Whole Foods, Target and Kroger.
In April 2024, La Colombe expanded its ready-to-drink (RTD) retail coffee range with new 11oz Draft Latte cans – the first product launch under Chobani’s leadership. In a press release at the time, Chobani said it planned to “rapidly accelerate” La Colombe’s share of the US RTD coffee market.
Founded in 2015, Confidant has created media campaigns for a number of prominent US brands, including e-commerce giant Amazon, beverage group Diageo and fast-casual restaurant chain Shake Shack. Confidant is part of the Nostos Network marketing and advertising group.