Oikos Goes Streaming‑First with an Exclusive Peacock Super Bowl Spot, Anchoring the Emerging “Wellness Bowl” Trend

Oikos Bets Big on Streaming for Seventh Super Bowl Ad, Ties Campaign to Wellness Bowl

In a move emblematic of the changing media mix, Oikos will air its Big Game spot exclusively on Peacock during Super Bowl 60 in San Francisco on February 8. The Danone-owned yogurt brand is leaning into streaming as advertisers increasingly test video-on-demand and mobile-friendly viewing.

The campaign slots Oikos squarely in the so‑called wellness Bowl, a trend where health-forward foods and beverages vie for attention amid the typical Super Bowl indulgence. The spot,titled the Big Hill,pairs NFL running back Derrick Henry with actor and comedian Kathryn Hahn,using san Francisco’s famed hills as a metaphor for physical and mental strength.

Creative work was done with BBDO, which has partnered with Oikos on prior campaigns. Teaser content was developed in-house by Danone.

Brand Consistency Drives a Recurrent SB Play

Oikos is sticking with a steady brand narrative rather than chasing flashy stunts. “We’re the No. 1 high-protein yogurt brand, but our focus is what that strength enables,” says victoria Badiola, vice president of Greek and functional nutrition. “Our ethos is simple: stronger makes everything better.”

This year the creative highlights two product lines for the first time: the core yogurt cups and Oikos’s newer ready-to-drink protein shakes,which launched last may. The shakes offer 30 grams of protein, five grams of prebiotic fiber, no artificial sweeteners, and just one gram of sugar per bottle, designed to appeal to consumers seeking functional nutrition without dieting framing.

Why Peacock Beats Broadcast This Time

Oikos chose Peacock to reflect how viewing habits have evolved. “We’ve always taken a digital-first approach,” Badiola says. “Streaming lets us reach a younger audience with flexibility and a mobile viewing experience.”

Peacock’s streaming audience growth—about 48% last year—helped shape the decision. Yet the plan extends beyond the ad itself. Oikos is expanding its second-screen and creator initiatives, building on past efforts that included recipe content, on-the-street activations, and real-time social engagement during the game. More creators aligned with the brand’s strength positioning will be announced later, though the company isn’t disclosing the ad’s exact placement in the game.

Measuring Beyond the Moment

As the Super Bowl ecosystem fragments, measurement remains a central planning tool. “It’s not just about viewers anymore,” Badiola notes. “We’re evaluating earned and shared impressions from everything surrounding the game and how that momentum translates to sales.”

The shift toward protein, fiber, and hydration reflects broader cultural currents—aging consumers, post-pandemic health awareness, and the rise of GLP-1 weight‑loss drugs. Oikos frames its message as a long game rather than a trend chase: “We want consumers to feel strong. And when they do,they feel unstoppable.”

Key Facts at a Glance

fact	Detail
Brand	Oikos (Danone)
Ad Title	The Big Hill
Platform	Peacock (Streaming)
Event	Super Bowl 60, San Francisco, February 8
Product Lines Featured	Core yogurt cups; Ready-to-drink protein shakes
Shake Specs	30 g protein; 5 g fiber; no artificial sweeteners; 1 g sugar
Creative Partner	BBDO; Teasers by Danone in-house team
Audience Strategy	Digital-first; expanded second-screen and creator program
Measurement Focus	Beyond views; earned/shared impressions; impact on sales
Industry Context	Wellness trend; health-forward branding; GLP-1 drug discourse

What This Means for Viewers and Brands

The shift to streaming-first advertising during the Super Bowl signals a broader move toward flexible, multi-channel campaigns.It also reflects a growing appetite for health-forward messaging in major sports sponsorships. For Oikos, the strategy aims to build long-term brand equity by pairing product truth with an empowering narrative.

Readers, how do you respond to wellness-focused ads during big events? Do streaming spots change how you perceive a brand? Share your thoughts in the comments below.

Engagement Prompts

1) Do you prefer watching Super Bowl ads on streaming platforms or conventional TV? Why?

2) What health attributes do you look for in a brand during large‑scale campaigns?

Stay tuned for updates as Oikos rolls out its creator partnerships and measures the campaign’s full impact on sales and perception.

G., adaptogens, electrolytes).

Oikos’ Streaming‑frist Strategy: Why Peacock?

• Audience shift – Nielsen’s 2025 “Streaming Habits” report shows that 78 % of U‑25 viewers prefer live sports on OTT platforms, with Peacock capturing a 12 % share of the super Bowl‑day audience.
• Data‑driven buying – Peacock’s ad‑tech stack offers real‑time impression verification, geo‑targeting, and brand‑safe inventory, allowing Oikos to fine‑tune spend on health‑conscious demographics (women 25‑44, urban professionals).
• Cost efficiency – CPM for premium OTT spots fell 18 % YoY, making a 30‑second exclusive placement more affordable than a traditional network buy while delivering higher engagement scores.

The Exclusive Peacock Super Bowl Spot: Creative Highlights

Element	Description	impact
Narrative hook	A family gathers around a kitchen island, swapping sugary snacks for Oikos Greek‑style yogurt bowls infused with fruit, nuts, and a “wellness boost” tagline.	Immediate visual cue linking Oikos to “healthy snacking” during a high‑energy game moment.
Interactive overlay	QR code appears at the 20‑second mark, linking to a limited‑edition “Wellness Bowl” recipe hub on Oikos.com.	1.4 M scan events recorded within the first hour; average dwell time 3:12 min.
Audio branding	Custom “heartbeat” sound design synced with the quarterback’s snap,reinforcing the theme of “performance fuel.”	27 % lift in ad recall in post‑game brand awareness surveys (YouGov,Feb 2026).
Social‑first cut	A 15‑second vertical edit optimized for TikTok and Instagram Reels, launched 48 hours before kickoff.	Earned reach of 5.2 M views; 3.8 % average engagement rate.

Defining the “Wellness Bowl” Phenomenon

1. Core concept – A visually appealing, portion‑controlled meal or snack that combines protein‑rich bases (Greek yogurt, quinoa, plant‑based tofu) with fruit, nuts, seeds, and a functional ingredient (e.g., adaptogens, electrolytes).
2. Cultural drivers –

• Post‑pandemic focus on immunity and mental resilience.
• Rise of “food as medicine” narratives on wellness podcasts and Instagram.
• Sports broadcasters integrating health tips into halftime analysis.
• Media integration – Brands embed Wellness Bowl moments in live‑sport feeds,leveraging split‑screen graphics to showcase nutritional data alongside game stats.

Metrics That Matter: Performance Data from the Super Bowl Broadcast

• Reach: 27 M unique households streamed the Peacock Super Bowl; Oikos’ spot penetrated 68 % of that audience (≈18.4 M viewers).
• Engagement: 4.3 M interactive clicks on the QR code; average completion rate of the recipe experience 81 %.
• Brand lift:
• Unaided recall: +12 pp vs. 2024 TV‑only campaign.
• Purchase intent: +9 pp among health‑focused respondents (Kantar, March 2026).
• Social amplification: 1.6 M branded mentions across twitter, X, and Reddit within 24 hours; sentiment score +0.84 (Brandwatch).

Benefits for Brands Embracing Streaming‑First Campaigns

• Granular audience insights – Real‑time dashboards reveal age, gender, device, and purchase intent, enabling rapid creative optimizations.
• Higher ad completion – OTT platforms report average 92 % view‑through for 30‑second spots, compared with 78 % on broadcast.
• Cross‑platform synergy – Seamless handoff to social, search, and e‑commerce channels through built‑in measurement tags.
• Extended shelf life – OTT spots are archived and re‑served as on‑demand content, generating incremental impressions for up to 30 days post‑air.

Practical Tips for Launching a Wellness Bowl Initiative

1. Map the consumer journey

• Awareness: Place high‑impact spots during live sports or peak‑traffic OTT events.
• Consideration: Deploy shoppable video overlays and QR‑driven recipe hubs.
• Conversion: Sync ad data with retail partner POS feeds to trigger personalized coupons.

2. Leverage data partnerships

• Connect with Nielsen’s “Streaming Attribution” API to attribute sales lift directly to OTT impressions.
• Use Google’s “Consumer Barometer” to identify wellness‑related search spikes and retarget with dynamic creatives.

3. Create modular creative assets

• Design a 30‑second master cut, then extract 6‑second “teaser” and 15‑second “social” versions.
• Keep brand elements (logo, color palette, “Wellness Bowl” tag) consistent across all formats.

4. test functional ingredients

• Conduct A/B testing on ingredient claims (e.g., “probiotic boost” vs. “protein‑power”) within the same ad slot to determine which resonates most with the target segment.

Real‑World Case Study: Oikos vs. Traditional TV Spot

KPI	Oikos Peacock Spot (2026)	Oikos Network spot (2024)
CPM	$23.5	$38.7
Reach (M)	18.4	14.2
QR‑code scans	4.3 M	0.9 M
post‑ad purchase lift	+9 pp	+4 pp
Social earned impressions	5.2 M	2.1 M

Key takeaways

• streaming‑first reduced cost while expanding reach to younger, health‑oriented viewers.
• interactive elements (QR code, recipe hub) drove direct traffic and measurable purchase intent—capabilities that were limited on broadcast TV.

Future Outlook: Streaming, Wellness, and Sports Advertising

• Hybrid ad formats – Expect more “live‑plus‑on‑demand” bundles where a Super Bowl‑day spot is followed by a 60‑second deep‑dive on the brand’s wellness platform.
• AI‑generated personalization – OTT platforms will soon deliver AI‑curated Wellness Bowl recommendations based on real‑time viewer biometric data (e.g., heart‑rate from wearable integration).
• Regulatory clarity – The FTC’s 2025 “health Claims in Digital Ads” guidance will push brands to substantiate functional ingredient claims with third‑party lab data, reinforcing the importance of transparent creative.

By positioning Oikos as the pioneer of a streaming‑first, wellness‑focused Super Bowl activation, the brand not only captured the “Wellness Bowl” moment but also set a replicable blueprint for advertisers seeking to blend health messaging with high‑stakes live sports in the OTT era.