Standard European Union directives govern Branded Entertainment in Greece. A TV show that has product placement has to declare it before hand and with a special sign at the beginning on the program. In the last couple of years, there have been some branded cooking shows on TV and lots of product placement. The most known Branded Entertainment project in Greece was Lacta's branded feature film, "Love in the end", released in cinemas in 2013.

The documentary aired as a prime time TV special, on the eve of Valentine's day, on Greece's most popular TV channel, ANT1.

The TV airing was promoted with TV trailers for one week, on the national Greek TV channel ANT1, that aired the show.

The TV trailer was also promoted with paid media on YouTube and Facebook, via pre-roll ads and promoted posts respectively.

A "movie poster" for the documentary was placed on Greece's highest circulated free-press newspapers on Valentine's day.

After the TV premiere, the complete documentary was posted on YouTube on Valentine's day, and was promoted on Facebook with promoted posts seen by 2 million viewers.

The documentary managed to attract a 17% viewer share during prime time, with more than 1.55 millions viewers. That day, the #LoveDoesExist hashtag become the number 1 trending topic on Twitter in Greece.

When the complete documentary was posted online on Valentine's day, it gathered 125.000 YouTube views, 22.000 likes and 38.000 shares on Facebook, causing a big discussion, with many people commenting on how much it made them reevaluate their priorities and their stance towards love.

In terms of sales, Lacta succeeded to gain the highest value market share of the last 3 years during the week of Valentine's day, gaining +2.6pp Share Of Market vs that of 2013. (AC Nielsen, Scanning Data).

Additionally, Lacta succeeded to reach in February apx 75% Spontaneous Brand Awareness, increasing by +3pp vs 2013. (TNS Ad. Tracking).