GLENVIEW, Ill. — ATHENOS, a brand of hummus, Greek yogurt, feta cheese and pita chips, launched its first-ever television advertising campaign yesterday. And, if they have their way, Americans everywhere will soon have another reason to think of their grandmas and smile.
The campaign is centered on ATHENOS products that are made simply, with respect for traditional ingredients, and yiayia's approval of them. Creatively, it's brought to life through scenes where blunt, yet relatable Greek yiayias with old-school mentalities share unsolicited opinions of modern situations.
"We're reinforcing what our consumers like, which is products made the traditional Greek way with simple ingredients," says Marshall Hyzdu, brand manager of ATHENOS. "Throughout the campaign, we will emphasize that ATHENOS is the only leading brand of hummus made with 100% olive oil and our Greek yogurt has no preservatives or artificial flavors."
Created by award-winning advertising agency, Droga5, the TV spots are strategically designed to appeal to consumers in their 20s and 30s who are making the transition from college to a more settled life phase. Based on ATHENOS' market research, there's a demand among this group for products made with simple ingredients that don't compromise flavor.
"We're excited to be working with Kraft Foods and such an authentic brand like ATHENOS," said Andrew Essex, CEO of Droga5. "Consumers are clearly ready for a fresh voice in the category and that requires communications that differentiate the brand in a genuinely fun way. We're convinced people will want to be part of this campaign and we are thrilled to be working with a company so willing to push creative boundaries."
In addition to new TV spots, ATHENOS will be supporting the campaign and the brand's portfolio of products through integrated marketing strategies, including social media engagement, digital integration and in-store communications.
Going Greek
ATHENOS held casting calls in Athens to find the perfect yiayias for the campaign, and each brought their own unique personality and approach to the shoot.
•ATHENOS hummus spots include:
•"Party" – An announcer interrupts Michelle who is serving ATHENOS Hummus to her party guests. When he asks yiayia what she thinks about the party food choice, yiayia instead comments unfavorably on Michelle's attire.
•"Family" – An announcer interrupts a man who is making an afternoon snack of ATHENOS Hummus for his kids. When he asks yiayia what she thinks about his snack food choice, yiayia instead expresses her disapproval of the fact that in this family the woman works and the man stays at home.
•ATHENOS Greek yogurt spot includes:
•"Morning" – An announcer interrupts a young couple having a breakfast of ATHENOS Greek yogurt. When he asks yiayia what she thinks about their breakfast food choice, yiayia instead shares her opinion on the fact that this unmarried couple lives together.
For more information, become part of the active online community (97,000 likes and counting) at www.Facebook.com/Athenos.
ABOUT ATHENOS
ATHENOS is the leading brand of Greek Food in the United States, with a portfolio of products consisting of feta cheese, hummus, pita chips, and most recently, Greek yogurt. ATHENOS is proud to deliver authentic flavors to consumers with products made the traditional Greek way- including hummus made with 100% olive oil and Greek yogurt made without preservatives or artificial flavors. The brand has been recognized for great tasting and high-quality products with multiple awards by notable magazines, including FITNESS and Natural Health. For product information and to share your thoughts, become part of the online community at www.Facebook.com/Athenos.
ABOUT KRAFT FOODS
Northfield, Ill.-based 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 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company's iconic brands — including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident — generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. 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. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
ABOUT DROGA5
Founded in 2006, Droga5 is the fastest growing independent agency in the United States, with offices in New York, Miami, Sydney and New Zealand. The agency is devoted to brands that will shape the 21st Century. They create movements that people want to join, ideas that generate their own natural momentum and thus transform the fortunes of brands such as Microsoft, PUMA, Prudential and UNICEF. As a partner, Droga5 strives to be faster, smarter, better and more effective, doing their best work with brands that have ambitious mandates and share their values and sensibilities: humanity, relevance and a desire for positive contribution.
Source: ATHENOS
