Raffi Hayrapet
Sonic Branding Advisor
Taste the Real Greece
The Challenge
Mr Gyros wanted to strengthen their brand presence on social media and increase engagement with their audience. Prior to the campaign, their videos were averaging around 5,000 views, limiting reach and impact. They needed a solution that would make their content more memorable, create emotional connection, and increase recognition across multiple touchpoints.
The Solution
In collaboration with Oberton agency, the campaign “Taste the Real Greece” introduced a distinctive sonic identity, including a jingle and a hero brand track, which was applied across more than 20 pieces of content on their Instagram channel.
Jingle
By creating a consistent audio signature, the campaign reinforced recognition and emotional continuity, giving viewers a familiar sonic cue each time they engaged with the brand.
Social Campaign
The hero track acted as the emotional anchor, while the audio logo extracted from it ensured that every piece of content felt connected. This combination of sound and storytelling made the brand feel cohesive, approachable, and culturally authentic.
The Solution
The campaign resulted in a tenfold increase in average video views, from 5,000 to 50,000 views per video, totalling over 800,000 views across the Instagram channel.
The consistent use of the sonic assets strengthened brand recognition, created emotional engagement, and demonstrated the measurable impact of integrating sound and music as strategic branding tools.
