After seeing an offbeat article on Terry Crews, self proclaimed Yogurt Lover, not accepting free yogurt from fans due to food safety concerns, I saw a natural opportunity for Chobani to send him his own fridge full of certified safe to eat yogurt, as well as gain brand loyalty, and a potential organic PR moment. Working with our in house social media, branding, and PR teams, we were able to execute on the idea and ship him a custom fridge, his favorite yogurt flavors (based on online research), and a personalized note, within a matter of days. He posted the gift to his social media and Chobani had its second biggest ever social media moment, with record click throughs and new followers. This was a completely earned media approach and no money was exchanged. He even created his own Chobani themed Gif a month later to celebrate hitting 5 million viewers.