The "It's All Greek To Me" campaign transforms a phrase often associated with confusion into a welcoming invitation to experience the authenticity and cultural roots of Cava. The central theme of the campaign is Philoxenia, the cherished Greek art of extending hospitality and welcoming strangers, which directly reflects Cava's founding and brand ethos.

The commercial follows Greg, an American tourist wandering Santorini and feeling lost due to the language barrier ("It's all Greek to me"). After a moment of market confusion, he is 'adopted' by a kind Greek local. The narrative then becomes a vibrant, cinematic journey where Greg is immersed in the warmth of Greek culture: experiencing a traditional dance, riding a Vespa, and sharing a lively, traditional family meal. The climax occurs when a Greek grandmother lovingly hands Greg a bowl of food; the scene instantly shifts to reveal Greg daydreaming, sitting across from his wife in a Cava restaurant. The realization is clear: Cava delivers an authentic, welcoming Greek experience right at home. The spot concludes with a cinematic end card featuring the tagline and a compelling Call-to-Action (CTA).

The social media deliverables extend the campaign's warm, cultural aesthetic:

• Instagram Grid: This feed balances aspirational lifestyle and cultural images of Greece with high-quality, appealing shots of Cava’s food offerings. Key posts feature quotes and facts about Philoxenia, educating the audience on the profound meaning of Greek hospitality and tying Cava directly to this value.

• Instagram Story Ads: These dynamic short ads adopt the same Santorini-inspired aesthetic, utilizing the limited color palette and warm textures to maintain visual consistency while promoting specific Cava items and driving traffic with a Call to Action.