The Super Bowl and advertisements go together like macaroni and cheese, and this year the competition will be heating up on – and off – the field.

Chobani announced this week that it will run its first Super Bowl ad, competing against advertising from Dannon and General Mills, according to the New York Business Journal in an article here

Chobani appears to be up to the challenge.

“Our debut in the Super Bowl provides us with a highly visible and impactful way to more broadly introduce Chobani to America and is consistent with our mission of providing better food to more people,” Chobani CMO Peter McGuinness said in a statement sent to Adweek. “The ad and activation surrounding it will also serve as the unveiling and articulation of our brand platform and point of view.”

The Super Bowl spot comes at a steep price -- $4 million.

Adweek expects Chobani to use the Super Bowl to promote its near 100-calorie product line, an area where Dannon and General Mills have enjoyed an early lead.

Read, “Chobani Will Make Its Super Bowl Ad Debut in 2014.”

Chobani’s Super Bowl spot comes less than two years after the company released its first national advertising campaign. The company became an Olympic sponsor in 2012 and rolled out its first national TV spot during the opening ceremonies.  Chobani also brought its “real” products to Hollywood in an advertising campaign released at the 2013 Academy Awards.