Kraft is trying a less traditional message with its new campaign for its Athenos line of Mediterranean food. The effort for the brand, which includes hummus, Greek yogurt, feta cheese and pita chips, is via New York-based Droga5. The campaign, with an “Approved by Yiayia” tag line, and Athenos’ first-ever television push comprises three spots all cast and filmed in Greece.
Katherine Boulukos, a founder of the Greek Museum in New York City, consulted on the campaign, which centers on an opinionated, somewhat acerbic elderly lady, “Yiayia,” the Greek word for grandmother. In the ads she comments on different scenarios.
The Greek-American community has been divided over the campaign’s message. Some find it clever while others call it an easy stereotype and call the campaign anachronistic.
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