Have you ever heard of Chobani? No? Well, chances are good this isn’t the last time you’re going to. Chobani is a Greek yogurt (or Greek-style yogurt, perhaps we should say), and if the execs over there have anything to say about it, they’ll be a household brand within a year or two.

Taking out their first ever ad during Super Bowl XLVIII is a big step in the right direction, and one in step with the current trends of yogurt consumption. According to the Bernstein Research group, in 2007 Greek yogurt accounted for around 1% of the yogurt market.

In 2013, that number had risen to around 33%.

If that trend continues, as experts predict it will, then maybe spending four million bucks on airtime for a yogurt commercial wasn’t such a bad idea, ey?