Chobani, a brand largely credited with sparking America’s recent obsession with Greek yogurt, plans to expand its brand reach even farther with its first-ever Super Bowl ad appearance in 2014.
“Our debut in the Super Bowl provides us with a highly visible and impactful way to more broadly introduce Chobani to America and is consistent with our mission of providing better food to more people,” Chobani CMO Peter McGuinness said in a statement sent to Adweek this morning. “The ad and activation surrounding it will also serve as the unveiling and articulation of our brand platform and point of view.”
The brand says its Super Bowl spot will mark the debut of a new integrated campaign by Droga5 (which won the client in a highly competitive pitch earlier this year), with support from Omnicom Media Group and PR agency Weber Shandwick.
Not even a decade old, the brand has shown itself willing to make bold marketing moves, such as becoming an Olympic sponsor in 2012 and rolling out its first-ever national TV spot during the opening ceremonies. Now the New York-based dairy upstart is paying upward of $4 million for the chance to go head-to-head with Dannon’s Oikos line of Greek yogurt, which is returning as a Super Bowl advertiser for the second consecutive year.