Reuters Market Access - First time advertising in the Super Bowl. Tell us about the ad and why it's worth it. PETER MCGUINNESS CHIEF MARKETING OFFICER, CHOBANI :
QUESTION: So the decision to get into the Super Bowl, generally, we get a lot of junk food brands. We get Doritos. We get the sodas. Why a health food brand? I mean, why is this a good place for you? PETER MCGUINNESS CHIEF MARKETING OFFICER, CHOBANI: Yes, I don't think we're a health food brand. I think we're healthier. We are an indulgent product - three cups of milk to one cup of yogurt, a lot of fruit. ANCHOR QUESTION OFF-CAMERA (ENGLISH) SAYING: Fair enough, but you're not the traditional Super Bowl- you don't think of healthy foods as Super Bowl foods. PETER MCGUINNESS CHIEF MARKETING OFFICER, CHOBANI: I think what's happening is a metaphor for what's happening in the United States. I think people care more about what they're eating which is why "How Matters" is an interesting platform for us. So I think there are two yogurt commercials. They're calling it the yogurt bowl. It's funny. The yogurt wars, the yogurt bowl; I mean the world's gone mad in a good way. And I think there's two yogurt commercials and only one snack commercial because I think we're tapping into something here. I think people are more conscious of what they eat. And yogurt is a simple, beautiful food that's good for you. |
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