Alfa Pastry Brings 'Smashing Good' Products to Canada

To celebrate the arrival of Greek frozen products Alfa in Canada, Sid Lee was brought in to design their first advertising campaign in the country. Still relatively unknown in Canada, Alfa products are a true institution in Greece.

Alfa’s pastries are authentic. Made in Greece with fresh ingredients, they stand firmly within the purest Greek tradition. Inspired by a well-known Greek custom, celebrating by smashing plates, the Smashing Good campaign (Bon à tout casser) was born. By leaning into this festive tradition, the idea was to develop a humorous and memorable tone. The contrast is made even more striking when compared with the characters’ everyday reality in Greece. The TV campaign will first launch on connected TV in Quebec and Ontario.

“From the start, we wanted to treat Alfa’s arrival as a call to celebration. The famous OPA! and the plate-smashing quickly emerged. But since this tradition is mostly tourist-oriented, we wanted to play with it lightly to avoid clichés. There was also an opportunity, on the sound side, to link ‘OPA’ with ‘ALFA!’ to create a strong association for consumers.” said Simon Caspar, creative director at Sid Lee.

“For both us and the clients, it was important to bring Alfa’s authenticity to the screen. By shooting in Greece, we had the privilege of working with local actors who gave the campaign a unique flavour.” said Alex Lachapelle, copywriter.

“We were impressed by our collaboration with Sid Lee. Their sensitivity to Greek culture and their creativity delivered a campaign that beautifully brings together humour, authenticity, and a festive spirit, just as we hoped to share with the Canadian public.” said Eva Karkoni, marketing manager at Alfa Pastry.

In addition to the 30, 15, and 6-second ads that will run online and on connected TV, various visuals were also developed for the brand for use across different platforms, starting with social media.