ATHENS <br> PHYLLO BITES
Athens
PHYLLO BITES
“Un-Flaking-Believable!”
There’s a new flaky favorite in the frozen snack aisle.
Brand Foundations, Package Design, Outbound Campaign, Social
Challenge
Athens Foods, the world’s #1 producer of phyllo dough, was quietly dominating their flaky corner of the baking category, but they had big dreams of breaking into a bold, new space: the frozen snack aisle.
Ready to go all-in on their frozen snack plan, they turned to the food marketing experts at Allebach Communications to build & launch their flaky new snack brand – Athens Phyllo Bites.
Solution
This was more than a matter of adding a few new SKUs to the roster. This was a new product in a new category with a new target demographic. We were talking about a full-blown brand launch – from brand foundations to package design to a launch campaign and more.
Brand
Development
We built the brand identity around a fun, snackable energy that highlighted Phyllo Bites unique, flaky experience. Each bite is “UN-FLAKING-BELIEVABLE!”
Outbound
In a series of introductory spots, we stated Phyllo Bites position loud and clear: “They’re like your favorite frozen snack… but better!”
Reinforcing this message with disruptive humor, family interactions, and highly appetizing visuals helped this new brand quickly reach its target audience and drive trial.
