Kri Kri Super Spoon – “Φάε την πρωτεΐνη σου με το κουτάλι!”
The Challenge
In a crowded yogurt and protein market, Kri Kri wanted to differentiate its Super Spoon range—not as just another high-protein snack or post-gym meal, but as something simpler, more authentic, and more integrated into everyday life.
While the communication had long focused on the “SUPER,” we realized it was time to shine a light on the “SPOON.”
The Insight
Previous campaigns had talked a lot about what makes Super Spoon super, but we had never really talked about the spoon itself. Yet, the spoon represents everything the brand stands for — something simple, natural, and easy. It’s part of everyday life, something we all reach for without overthinking it.
At the same time, we didn’t want Super Spoon to be seen as just another yogurt, dessert, or post-workout meal. It’s much more than that — it’s a steady, reliable source of protein for anyone, anytime, for any reason.
In a world obsessed with protein powders and complicated diets, Super Spoon brings protein back to its simplest, most enjoyable form. No effort, no extras — just pick up your spoon and get the energy you need.
Our audience is diverse: people juggling work pressure, parenthood, workouts, and daily challenges. They “eat” stress, effort, and fatigue with a spoon every day—so why not their protein too?
The Idea
We turned a popular Greek saying into a playful yet powerful motto:
“Φάε την πρωτεΐνη σου με το κουτάλι!”
(“Eat your protein with a spoon!”)
Three thematic TVCs, each targeting a different lifestyle and energy need, deliver the message with humor, authenticity, and an epic tone. Using lines and moments that viewers instantly recognize, we connected emotionally—celebrating real people who tackle life “με το κουτάλι.”
The Execution
The campaign consists of three TVCs featuring distinct scenarios and everyday heroes—each film built around a relatable phrase and brought to life with epic music, dynamic pacing, and cinematic storytelling.
Supported by digital and social activation, the campaign redefines how we think about protein: not as a supplement, but as a natural part of daily life.
The Impact
With a bold creative shift, Kri Kri Super Spoon establishes itself as the natural, everyday way to enjoy protein, owning both the “super” and the “spoon.”
It’s not just about fueling your body—it’s about celebrating the simple, delicious power of eating life (and protein)… με το κουτάλι.
Date:
October 27, 2025
