We just launched something with Graza, the extra virgin olive oil company, which is an incredible brand. It’s done a lot to make olive oil a lot more accessible to any home, and also was great for us because it showed people that Greek yogurt doesn’t necessarily need to be sweet, and it doesn’t necessarily just need to be for breakfast. There are lots of other savory ways you can use it for lunch and dinner.
Yes, advertising still plays a key role to amplify messages and, at moments, create the right conversations. But that’s just one piece of the puzzle. I think brands like Chobani that have the love and the relevance can do a lot more interesting things even beyond advertising. That’s something I’m super interested in exploring here.
