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By John Glenday, Reporter

January 31, 2023 | 2 min read

Greek yogurt brand Oikos is harnessing the power of family to make a mark at the Super Bowl with a cross-generational battle by football star Deion ‘Coach Prime’ Sanders and his extended clan.

The dairy name returns to the big game fold for its fourth year with a message that high protein snacking can be the glue that holds warring relatives together as Sanders sees a humble family picnic bring out the competitive edge in his relations.

‘Family Reunion’ sees each family member show off a different strength from daughter and basketball star Shelomi to son and college football quarterback Shedeur.

Equating family diversity with the three-pronged Oikos product line-up of Pro, Triple Zero and Blended variants the piece shows that protein-powered strength comes in many guises.

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Sanders said: “You have to remember, we’re Sanders and competing is what we do. Believe me when I tell you, the competition gets even hotter this year as we each get fueled up with delicious protein-packed options from Oikos Pro to Oikos Blended and Oikos Triple Zero.”

Oikos is on a mission to democratize access to nutrition and fitness, powering the protein needs of gym goers to support muscle development as part of a balanced diet.

Surbhi Martin, vice-president of Greek yogurt and functional nutrition at Danone North America, added: “As a leader in the Greek yogurt category, Oikos continues to show up on gameday with entertaining creative to challenge the perception that healthy eating is boring. We hope our campaign inspires consumers to make strong snack choices that power their strength.”

The spot will debut on the Fox Sports and Fox Now app on February 12 with both pre-game and in-game variants in tandem with an appearance on the brand’s official YouTube channel.

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