The vast majority of food in the U.S. is processed and contains artificial ingredients and chemicals.

We wanted to dramatize this and launch Chobani’s new How Matters platform on the day that Americans consume more chicken wings and pizza than any other day of the year: the Super Bowl.

To make our point in an entertaining way, we cast a 1,400pound character famed for eating absolutely anything and everything: a giant grizzly bear.

As hungry as he is, he can’t find anything he considers food, until he finds a Chobani the only product in the store made with 100% natural ingredients.

We use two licensed tracks in this spot. The first, “The Slowing" by John McCarty, sets the

scene of a quaint mountain town where nothing unexpected ever happens.

When we cut inside the local country store, the music changes to a classic American artist as

we hear Bob Dylan playing on an old radio. The treatment of the track sucks the viewer into the

store where the story will take place. As the bear ransacks the store with all his power, the folk

track creates a contrasting backdrop.

When the bear finds Chobani, we hear the chorus “I want you” drop in.

As the voiceover continues, we take out the radio effect to add another swell in emotion.

95% of responses from the fans we sent spoons posted a picture of the spoon they received on social media for everyone to see.

Other people started commenting on the fans’ responses, asking for a spoon themselves.

They said such nice things about the spoons and Chobani, we sent them some spoons too.

Now we’re making more spoons to send to even more fans.