Chobani Makes Roaring Superbowl Debut

posted 31 Jan 2014, 05:53 by Mpelembe [ updated 31 Jan 2014, 05:54 ]

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 :

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The ad features a bear but in this case- so the bear comes out of hibernation and he's a hungry bear- but in this case he's a hungry, discerning bear. And he's looking for good food. He's looking for good, real, natural food. And much to his dismay, it's difficult to find these days in the supermarket. So he becomes a frustrated bear and ransacks the store, and finds a honey Chobani. And then goes to the checkout counter to check out but he scared everyone away. And there's a nice little moment and then the spot ends with "A cup of yogurt won't change the world. But how we make it might." "Chobani: How Matters."

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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