With a bold collaboration that merges the worlds of urban music culture, experiential marketing, and social media content, Belino croissants make a powerful entrance into the Greek market, introducing their new brand positioning: “Be Like No Other.” Partnering with leading independent record label Stay Independent, the brand sets the tone for a dynamic new era.

The campaign kicked off with a blast: a sold-out Saske show in Chania on Friday, July 11th, served as the perfect setting for the debut of this collaboration. Thousands of fans experienced a full-on Belino activation with product sampling, immersive brand experiences, meet & greet giveaways, and authentic branded content that lit up social media feeds.

Alongside Saske, the Belino x Stay Independent partnership features a dream team of the Greek urban scene: Wang, Lila, and Sidarta, four artists who fully embody the spirit of “Be Like No Other.” Their upcoming live shows in Athens, scheduled for Fall 2025, are set to be the highlight of what’s shaping up to be the year’s most creative and authentic brand collaboration.

Behind the strategy and production, Stay Independent joins forces with Better Known Entertainment, launching an innovative music talent & social content collaboration that connects the brand, audience, and creators. Together with Belino, they harness the full power of social media, live music acts, and user-generated content to build a cultural movement around the brand.

“This partnership with Stay Independent is built on shared values: creativity, diversity, and innovation,” said Georgia Kallou, VP of International Sales & Marketing at ELKA, the parent company of Belino.
“Belino is all about your true self. It fuels you to become who you are. Together with Stay, their artists, and Better Known, we’re giving a voice to a generation that’s like no other.”

Belino — Be Like No Other