Kraft Foods, the nation’s biggest foodmaker, has launched advertising campaign for its Athenos products. It is the first-ever brand’s ad campaign. Campaign features Yiayias, or Greek grandmothers, and their no-nonsense, unsolicited opinions of the world. The ads are targeted at women in their 20s.
The first spot of the campaign shows a Greek grandmother (Yiayia) telling her grandaughter she dresses like a “prostitute”. .” While Granny doesn’t approve of her granddaughter’s attire, she does approve of one thing: the brand of Greek hummus the young woman is serving — Athenos.
In another spot, Grandma tells her granddaughter that she’s “going to hell” for living with a guy to whom she’s not married.
The third spot include Yia-yia’s view on Parenting.
According to USA Today, Maria Anagnostopoulos, program director at The Greek Institute, a non-profit cultural centre, said, that “These commercials are not appropriate from a Greek perspective.” She wants them pulled.
But Kraft executives say they have no such plans. “While these ads may be controversial, for the most part people will see them for the light-hearted fun they are having,” says Jill Baskin, director of advertising.
Droga5 CEO Andrew Essex said, “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.”
Agency: Droga 5
Creative Chairman: David Droga
Executive Creative Director: Ted Royer
ACD/Copywriter: Scott Ginsberg
ACD/Art Director: January Vernon
Head of Integrated Production: Sally-Ann Dale
Senior Producer: Scott Chinn
Head of Strategy: Jonny Bauer
Strategic Planner: Vaughn Allen
Production Company: Park Pictures
Director: Alison MacLean
Director of Photography: Tico Poulakakis
Executive Producer: Jackie Kelman Bisbee
Producer: Cody Ryder
Greek Production Company: Central Athens
Editorial Company: Beast
Editor: Jim Ulbrich
Assistant: Jai Shukla
Executive Producer: Elizabeth Krajewski
Sound: Sound Lounge
Mixer: Tom Jucarone