Hanky Panky
Hanky Panky: High-End Gastronomy Meets New York Street Culture
When Grigoris Kikis, the youngest Greek chef to earn a Michelin star, opened Hanky Panky in Ano Petralona, the concept was bold. He wanted to bring high-end gastronomy to the streets. The venue is a chef-driven project where every detail matters. Everything is intentional, from the handmade brioche to using beef garum instead of regular salt. The culinary vision was pitched as "Street food meets outer space." But the brand needed a visual identity to match that ambition. The main objective was to forge a raw, authentic New York street culture vibe right in the heart of Athens.
How do you build a New York street culture identity through visual storytelling?
To give Hanky Panky its distinctive NYC edge, Because Group developed a strictly cinematic visual strategy. We stepped completely away from polished, traditional food photography. Instead, we embraced a gritty and urban editorial style. Through fast-paced videography and raw photo shoots, we captured the real essence of their menu. We highlighted the textures of their signature Smoke Gun burger and flawless fried chicken against the vivid backdrop of Petralona. We even incorporated the surrounding graffiti art, painted by fellow acclaimed chef Pavlos Kiriakis. Every frame was crafted to make the brand feel like a true street culture movement.
How can performance marketing scale a chef-driven street food concept?
A strong urban aesthetic needs the right digital distribution to create lines around the block. Because Group designed a performance marketing strategy built around Hanky Panky’s unique narrative. We pushed our cinematic content through highly targeted ad campaigns to capture the attention of food enthusiasts and urban explorers. Our digital strategy translated that New York energy into measurable real-world impact. It successfully drove heavy foot traffic to the square and firmly established Hanky Panky as a major culinary destination in Athens.
Services: Content Creation, Social Media Management, Performance Marketing
