Mondelēz has launched a campaign to promote a new choc’o brownie Oreo and help fans discover their favourite flavour of the snack.
Partnering with experiential agency HeyHuman, a vibrantly coloured Oreo truck will be travelling the UK for six weeks, beginning on 8 August in a bid to boost brand awareness.
The team will visit events such as Bristol Balloon Festival, Edinburgh Fringe and Fusion Festival in Liverpool. HeyHuman designed the truck to encourage people to try a quiz app, conceived by the agency to dial up interest and engagement.
Consumers who answer the five personality trait questions will get to see which of the Oreo flavours they are most in tune with. People take the quiz on tablets provided by staff at the Oreo truck and can share the results online. They will then receive a free Oreo truffle in that flavour, a speciality treat produced for this campaign, plus a recipe card that allows them to recreate the truffle at home.
The other Oreo flavours include cool mint, strawberry cheesecake and peanut butter.
Mondelēz senior brand manager Katie Bashford said: “Flavours have personalities of their own, and the tastes you enjoy say something about what and who you are as a person. We wanted to bring that thinking to some of the most popular types of Oreo cookies and get people talking about their personal flavours at the same time.
“HeyHuman has created an exceptional experiential campaign that will bring tasty and wonder filled Oreo truffles to thousands of people around the UK and encourage them to learn their own personal flavour.”
Ben Lock, business director at HeyHuman, concluded: “Oreo is one of the world’s biggest snacking brands and everyone has their favourite one. We’re bringing flavour and personality together and ensuring people around the country have the chance to try, share and discover.”
© FoodBev Media Ltd 2018