Approved by YiaYia

The new ad campaign run by Kraft Foods for Athenos hummus and yogurt products, has sparked interest as well as controversy. The ads feature a Greek grandmother figure named "YiaYia" and her traditional views on life. Three different spots incoporate YiaYias views on parenting, relationships and fashion. The theme for the commercials is that YiaYia is a fan of "simple, respectful food made the Greek way." She doesn't approve of anything her family is doing. She criticizes their lifestyle choices including, style of dress, living together before marriage, and being a stay-at-home dad. The only thing she approves of is Athenos.

In this first spot YiaYia tells her granddaughter how she feels about the way she dresses. YiaYia criticizes her granddaughter saying she, "dresses like a prostitute."






In this second spot YiaYia tells her son how she feels about his job. YiaYia insults her son, saying he is like a woman because he doesn't work outside the home.




These advertisements have sparked controversy in the Greek community. Some feel these ads are stereotyping Greek language and culture. According to Maria Anagnostopoulos a program director at the Greek Institute, "These commercials are not appropriate from a Greek perspective." Others feel that this advertisement is creative and lighthearted. Kraft Foods felt that this would be a viral campaign and strike interest among their target market of 20 year olds. Kraft wants people to see the commercial as fun and said the Greek-Americans they tested the commercial on thought it was humorous.


What target demographic would Kraft be trying to attract with these ads?
Do you think these Athenos ads are.. Creative? Funny? Controversial? Something else? Why?