USSF × Chobani Sampling Experience

Sampling needed to work across grocery entrances, store interiors, and high-energy soccer fan zones, each with different patterns of attention, movement, and willingness to engage. The challenge was to create one recognizable Chobani and La Colombe experience that could capture attention quickly, make participation feel easy, and connect product trial to purchase and brand trust.

I developed a flexible experience framework shaped around each environment, defining the guest journey, experience principles, spatial formats, brand cues, hospitality moments, and interaction points. The system adapted how it attracted, engaged, and connected with people while maintaining a consistent presence across counters, carts, vehicles, retail spaces, and fan zones.

The work created a scalable activation system that could be deployed across retail and event environments without becoming generic or disconnected. It gave the brands a more coherent way to turn attention into participation, product trial, and trust while building a stronger association between nourishing everyday products and the shared energy of soccer.