Mondelēz International will encourage consumers in the UK to “Open Up with Oreo” as part of a new promotion-led campaign.
As the latest installment of the brand’s ongoing global Wonderfilled platform, Open Up with Oreo’s message is grounded in the popular action of twisting open an Oreo cookie – the catalyst, Mondelēz said, for creating unexpected and wonder-filled moments.
Airing for the first time in the UK in 20-second slots from 7 March, the corresponding advertising creative forms part of a £3.1m marketing investment aimed at driving growth within biscuits by attracting incremental consumers to the category. The campaign will also include video on demand, social media, digital and experiential activity.
To maximise the opportunity in store, Oreo will support the campaign with promotional packs of Oreo Original 154g price-marked and non-price-marked packs, to feature a winning ticket mechanic that will give shoppers the chance to win cash prizes. All winners will also be entered into a prize draw a four-night stay in New York for four people, and the promotional packs will include cookies embossed with the words “open up” for an added surprise.
Helen Potter, Oreo brand manager for Mondelēz International, said: “Oreo believes that no one ever truly loses their ability to wonder, we simply become closed off to it when everyday life gets in the way. As a brand that inspires openness and curiosity, Oreo believes that if we open ourselves up and see the world through the eyes of a child we’ll have a newer, positive perspective on life. Our new campaign is truly wonderfilled, offering consumers the chance to experience adventure once again. We’re excited to see the campaign come to life, retailers should stock up to make the most of the investment.”
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