GLENVIEW, Ill. — ATHENOS, a leading line of authentic Greek-style foods including feta cheese, hummus and pita chips, is today unveiling a new phase of its popular advertising campaign featuring Yiayia, the brand's opinionated yet relatable Greek grandmother persona.
After the success of last year's campaign, which saw a double-digit increase in sales while on air, Yiayia returns in national advertising created by Droga5 New York that touts the ATHENOS brand's commitment to products made with traditional ingredients. Yiayia remains as blunt and opinionated as ever when faced with modern situations, reserving her approval for ATHENOS products, and ATHENOS products only.
"Yiayia and ATHENOS are now interchangeable," says Anne Field, brand manager of ATHENOS. "The brand's respect for traditional Greek preparation is brought to life through Yiayia's respect (and demand) for traditional ways of life. We've been thrilled with the consumer response to Yiayia and are excited to bring her to a wider audience this year."
"ATHENOS is a brand willing to take risks," said Andrew Essex, CEO of Droga5. "The success of last year's campaign reflects our long-held belief that consumers respect brands and content that speak to them in unique yet relatable ways. We're excited to continue to disrupt the category in this new phase."
This year, the Yiayia from last year's "Party" advertisement returns to comment on more modern day realities in advertisements including:
"Pool Party" – An announcer interrupts pool party attendees enjoying ATHENOS feta on their salad. When he asks Yiayia what she thinks about the party food choice, Yiayia instead critiques their lack of clothing.
"Video Chat" – An announcer interrupts a woman eating an omelet made with ATHENOS feta while video chatting with her husband. When he asks Yiayia what she thinks about this meal choice, Yiayia instead expresses her distaste for this nontraditional interaction.
In addition to the new television spots, ATHENOS will be supporting the campaign and the brand's portfolio of products through digital integration and social media activation.
For more information, become part of Athenos' active online community (209,400 likes and counting) at facebook.com/athenos.
About ATHENOS
ATHENOS is a leading line of authentic Greek-style foods made from the highest quality ingredients. ATHENOS is proud to offer products made the traditional Greek way, including feta cheese, hummus and pita chips. For more information about ATHENOS, visit facebook.com/athenos.
About KRAFT FOODS
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
About Droga5
Creativity's 2011 Agency of the Year and one of Ad Age's A-List agencies, Droga5 is an independent, award-winning creative and strategic agency based in New York. Founded in 2006, Droga5 now counts as its clients PUMA, Prudential, Amstel Light, Newcastle Brown Ale, Unilever, Kraft Foods, Coca-Cola, Hennessy and UNICEF, among others. For more information, visit droga5.com.
Source: Kraft Foods