Chobani has decided to advertise during the Super Bowl for the first time as part of efforts to stave off increasing competition in the Greek yoghurt sector in the US.
The company, the leader in the category, is seeing companies including Danone and General Mills step up their activity as US demand for Greek yoghurt continues to grow.
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Advertising slots during the Super Bowl, which will take place in February, are seen as effective ways to reach millions of US households. Around 111.3m people watched last year’s Super Bowl, according to Nielsen data.
“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 chief marketing and brand officer Peter McGuinness said. “The ad and activation surrounding it will also serve as the unveiling and articulation of our brand platform and point of view.”
In recent months, industry watchers have said Chobani has increased its promotional activity in the US. Danone has increased its share of the category, while later entrant General Mills has also upped its promotional work behind product launches.
In September, Chobani recalled batches of yoghurt in the US after complaints its products were making consumers ill.
Separately yesterday, Chobani launched Chobani Simply 100 in the US, a 100-calorie option.
