G. Yafit

Who is G. Yafit?

Yafit Greenberg, commonly known as G. Yafit, is an Israeli businesswoman specialising in advertising.

Greenberg was born in Bnei Brak in 1951 to a traditionalist Jewish family who had immigrated from Tripoli in Libya, and was one of five daughters. She studied geography and education at Bar-Ilan University. She began working as an accountant at for Hilton Hotels, but switched to advertising, establishing the G. Yafit company in 1977. The company initially posted advertisements in newspapers, the first of which was an advert for Tadiran refrigerators in Yedioth Ahronoth. When commercial television began broadcasting in 1993, she began offering low-cost advertisement slots in a similar style to the newspaper adverts. Her unusual advertising style sees her front the advert herself to talk about the product. In recent years her daughter-in-law, Maya Yeshayahu, has appeared alongside her in the adverts.