Augmented and virtual reality are well on their way to becoming a mainstream marketing tactic as technology democratizes the space, making it a QR code away for brands and consumers alike. At this point, the industry has gone well beyond flower crown and dog-eared Snapchat filters with Meta, Apple and other tech giants rolling out wearable augmented and virtual reality headsets. (Find a look into Snapchat’s recent AR efforts — and why they’re still a work in progress as far as marketers are concerned — here.)

Now, Chobani is looking to get in on the growth, hoping to break through in a crowded digital landscape and get in front of a younger audience. At the helm of these efforts is Chobani’s new CMO, Thomas Ranese, who brings with him a background in tech, having previously served in marketing leadership roles at Uber and Google.

In the latest episode of the Digiday Podcast, Ranese talks through his new role, plans to drive product awareness beyond the yogurt section of the grocery store and balancing brand purpose with profits.