For the seventh consecutive year, Oikos is returning to Super Bowl advertising—but this time with a notably different playbook.
The Danone-owned yogurt brand will air its Big Game spot exclusively on Peacock during Super Bowl 60 in San Francisco on Feb. 8, marking a shift away from linear TV as more advertisers experiment with streaming-first strategies.
The move also positions Oikos squarely within what some marketers are calling the “Wellness Bowl,” as health-forward food and beverage brands increasingly replace—or at least counterbalance—the traditional parade of indulgent Super Bowl fare.
The spot, titled The Big Hill, stars NFL running back Derrick Henry alongside actor and comedian Kathryn Hahn and uses San Francisco’s iconic hills as a metaphor for physical and mental strength.
The creative was developed in partnership with BBDO, which has worked with Oikos on its “Hold My Oikos” campaign, while teaser content was produced by Danone’s in-house team.
Why Oikos keeps coming back
Oikos has become a Super Bowl regular by leaning into a consistent brand message rather than a rotating stunt strategy.
“We’re the No. 1 high-protein yogurt brand, but for us it’s always been about what that strength enables,” said Victoria Badiola, VP of Greek and functional nutrition at Oikos. “Our brand ethos is simple: stronger makes everything better.”
This year’s creative highlights two product lines for the first time: Oikos’ core yogurt cups and its newer ready-to-drink protein shakes, which launched last May. The shakes contain 30 grams of protein, five grams of prebiotic fiber, no artificial sweeteners, and just one gram of sugar per bottle—a formulation designed to appeal to consumers who want functional nutrition without diet framing.
Why Peacock, not broadcast
Oikos’ decision to advertise only on Peacock reflects how its Super Bowl strategy has evolved alongside viewing behavior.
“We’ve always taken a digital-first approach,” Badiola said. “Streaming lets us reach a younger audience that wants flexibility and a mobile viewing experience.”
Peacock reported its streaming audience grew 48% last year, a data point Oikos factored into its decision. But the buy isn’t just about where the ad runs—it’s about what happens around it.
The brand is expanding its second-screen and creator strategy this year, building on past efforts that included recipe content, on-the-street activations, and real-time social engagement during the game. Oikos plans to work with more creators than ever before, particularly those whose audiences align with the brand’s “strength” positioning, with specific partners to be announced later. Oikos declined to say which quarter the ad will run in.
