As part of their anniversary celebration, where they gave free yogurt to consumers during a 3-week period, Chobani hosted an activation in Grand Central Terminal to bring its "Giving Tree" TV spot theme to life. Visitors were invited to “plant” virtual seeds that bloomed into a digital fruit-tree canopy overhead. Each seed variety corresponded to a favorite Chobani SKU, and attendees received a shareable photo and coupon. . For every virtual seed “planted,” Chobani donated a case of yogurt to No Kid Hungry – a campaign dedicated to ending childhood hunger in America.