Athenos: Approved by Yiayia

  • Athenos approached Droga5 in 2011 to create a compelling brand purpose that would drive consumer preference for Athenos within the growing hummus category. The solution was the creation of a series of TV spots and an accompanying brand platform built around the “respect” that Greeks have for food—brought to consumers courtesy of Yiayia, the ultimate enforcer of respect. Post-launch, Athenos saw a marked increase in sales within the first three weeks, securing a clearly established brand position within the category. A 2013 extension of the campaign subsequently took on the feta category via a humorous online cooking series and newly re-launched, designed to demonstrate the versatility of feta… and Yiayia’s old-world values.

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  • Approved by Yiayia