Mar 26, 2024 - Business

Chobani names Ben Boyd chief communications officer

Photo illustration of Ben Boyd surrounded by the Chobani logo and abstract shapes.

Photo illustration: Gabriella Turrisi/Axios. Photo: Courtesy of Ben Boyd

Chobani has named longtime agency executive Ben Boyd as chief communications officer, Axios scooped.

Why it matters: Chobani has capitalized on the health and wellness craze ignited in the Ozempic era, recently acquired La Colombe coffee chain for $900 million and is rumored to be eyeing an IPO.

Context: Boyd joins Chobani from Peloton, where he served as senior vice president of global communications.

  • Prior to Peloton, he served as vice president of communications for Lowe's Companies Inc.
  • Boyd served more than 14 years at Edelman, were he was named chief client strategy officer. He also served a quick stint at BCW as chief strategy and operating officer.

Zoom in: Boyd will report to Chobani founder and CEO Hamdi Ulukaya and will oversee the team responsible for internal communications, impact communications, media relations and issues management.

  • He is succeeding Nishant Roy, who has been named as Choabani's chief impact officer.

What he's saying: Boyd will work closely with Roy to gather and share more human-centric brand stories.

  • "The challenge is to create more emotional connection between the consumer base and the brand," Boyd told Axios.
  • "The consumer appreciates the quality of the product, but I think that there's opportunity to do a lot more storytelling [about] how Chobani is helping farmers in Idaho or school kids in upstate New York, for example," he added.

What he's watching: How younger generations are engaging with brands across online and how that continues to blur the lines between marketing and communications.

  • "The storytelling really has to be Gen Z to Gen Z, so we are exploring how we incorporate influencers into our storytelling strategy," Boyd said.
  • "The integration of marketing has to be more just working in peaceful harmony, side by side it's really got to be joined up."

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