advertisers have long searched for interesting characters to help define their brand. Athenos, a Kraft line of Greek foods, has now entered that domain.
Her name is YiaYia (pronounced yaya.) And technically, she's not one character. Yiayia is the Greek word for grandmother and in this new campaign, each spot features yet another Yiayia. As you'll see, Yiayia comes from a different time, place and culture. She speaks her mind. And just about the only thing she might agree with you on is your enjoyment of Athenos hummus.
Oh, and she just might call you a "prostitute" if your cocktail dress shows off too much knee.
The spots were meant to go viral. And while they may have not achieved huge success in that goal, I find them very well done. Yiayia makes me laugh. She seems like a character you could really do a lot with it. And the idea behind these spots is clever. They also create a nice feeling and connection with Athenos, a name that until now just felt like any other brand of hummus. Opa to that! Now let's go throw some plates.
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