Chobani says it will air its first Super Bowl ad this February, a move intended to make the Greek yogurt company more of a household name.
The debut on advertising's biggest stage comes as Greek yogurt continues to surge in popularity. Chobani is the market leader but says only about a third of Americans are familiar with its brand.
The commercial also kicks off the company's plans to advertise more aggressively in the months ahead.
Peter McGuinness, who recently joined Chobani as its first chief marketing officer, declined to provide details but said the Super Bowl ad would be more than 30 seconds.
According to Kantar Media, a 30-second ad in the big game cost $3.5 million last year.
Chobani is also rolling out a line of 100-calorie cups.