OREO is launching a UK campaign featuring The Only Way is Essex and The Mummy Diaries star Sam Faiers. Developed by ELVIS, ‘OREO Twin to Win’ plays on the social media phenomenon of ‘twinning’ – wearing matching outfits – and stars influencer Sam Faiers twinning with her niece, Nelly in pieces from the exclusive fashion collection launched by OREO and ELVIS in January this year.

People can enter OREO’s ‘Twin to Win’ competition by posting a picture of themselves and a friend or family member twinning on Instagram, using the hashtag #OreoTwintoWin, for the chance to win two items from the OREO fashion collection or the grand prize of a £1,000 shopping spree. Consumers can choose to submit their own real-life twinning photos or to enter via a specially created virtual twinning Snapchat lens or LoopMe.

Campaign activity will run across Instagram, Facebook, Twitter, YouTube Masthead and LoopMe. Film content, which was directed by Jack Bowden and produced by Craft Films, has a ‘behind the scenes’ feel and captures Sam and Nelly’s natural reactions in a fun, playful style.

Bryony Tate, Junior Brand Manager OREO UK, said: “Following the launch of our first ever fashion collection last month, we’re excited to be sparking more playful connections with the UK iteration of the campaign starring Sam Faiers and her niece, Nelly. With her love of fashion, Sam really resonates as an influencer our audience of millennial parents loves to follow.”

Elli Stone, Creative, ELVIS, added: “The OREO Twist Your Style collection is super playful, and we wanted to bring that attitude right through to the way you win the items… twinning. Just like OREO, it’s something that’s light-hearted, fun, brings people together and definitely doesn’t take itself too seriously!”

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The world’s favourite cookie, has revealed its first ever fashion collection, created in collaboration with three European influencers. The initiative was developed in partnership with creative agency ELVIS.

‘OREO Twist Your Style’ builds on OREO’s heritage to bring the brand even further into fans’ lives through clothing, with the aim to drive sales as well as buzz and engagement in key European markets.

OREO and ELVIS partnered with influencers Samantha Faiers from the UK, Anne-Laure Mais Moreau from France and Yvonne Pferrer from Germany, who have a combined Instagram following of over 4m, to develop the fashion collection and supporting campaign. The exclusive range uses iconic OREO imagery in a playful way and features a number of pieces ranging from classic garments such as sweatshirts and T-shirts, through to more trend-led items, such as bucket hats and bum bags. The three influencers each created a denim jacket for the collection, based on their own personal style.

Consumers can win items from the collection, along with the grand prize of a €1,000 shopping spree, by picking up a special OREO pack and entering the competition at www.oreostyle.com.

To promote the initiative, OREO and ELVIS have also developed a campaign which will run across TV, social, digital, in-store and PR channels in 11 European markets. Directed by Jack Bowden, who has previously worked with brands including Missguided and Nike, and produced by Craft Films, the film content has a ‘behind the scenes’ feel and captures the playful, natural reactions of the campaign’s models and influencers.

Influencers were scouted, briefed and managed by IMA (Influencer Marketing Agency).

Vira Ponomarenko, Manager OREO Equity & Base at MEU, said: “Developing this collection enables us to spark playful connections with our audience. The work plays on the fact that OREO is more than just a cookie – it’s an icon in its own right. We’re giving OREO fans the opportunity to win an exclusive piece of the brand they love.”

Elli Stone, Creative at ELVIS, added: “OREO is a true cultural icon. We wanted to create something fresh and exciting that OREO had never done before, but still had the cookie’s unmistakeable playful spirit at its core: a unisex fashion collection that OREO lovers would be buzzing to get their hands on.”

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Oreo, the world’s biggest-selling cookie brand, has appointed Elvis to lead its next European-wide integrated campaign following a three-way creative pitch. This will be the biggest brand activation in Europe in 2019, with the work due to run across 20 countries early next year.

Caroline Baume, Marketing Lead, Europe at Mondelēz says: “Elvis bowled us over with their passion and creativity for our brief. Oreo will be the number 1 Mondelēz brand in Europe this year, and we believe we’ve found the right integrated partner in Elvis to build on this success”.

Caroline Davison, Managing Partner at Elvis adds: “The Oreo brand is synonymous with creativity and innovation the world over, and we’re very much looking forward to helping Mondelēz maximise its unicity further over the current months”.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

ELVIS is a global creative partner for famous brands, including Cadbury, Honda, Stella Artois and Budweiser. It joined the Next 15 group in 2017, a communications business which employs over 1,610 people across 39 offices in 14 countries.

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Oreo, the world’s biggest-selling biscuit brand, has launched an innovative Out-Of-Home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.

The core of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.

The new OOH campaign runs for two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.

The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.

OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.

“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”

Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”

The Great Oreo Cookie Quest, which launched in the UK in mid-January and which runs until 31st May 2018, is effectively two promotions.

One, an instant win on-pack promotion, offers customers the opportunity to win the grand prize of a once-in-a-lifetime trip to California for four people, with a visit to the Googleplex and spending money. Other instant win prizes include 780 Bluetooth compatible speaker – (up to 39 will be awarded each week) worth £13 and 1,320 Oreo Earphones (up to 66 will be awarded each week) with a value of £3.

Consumers have to buy a promotional pack (unless they live in Northern Ireland, where there is a No Purchase Necessary route to conform to local gambling laws). If they are using a computer, they then go to the promotional website, www.oreoquest.com; if they are using a mobile device, then they can download the “Oreo Quest” app from the Google Play Store or the App Store and tap on the “Enter CODE” button which will take them to the promotional site.

They are then asked for their details and have to upload a scan of the logo from the pack or of an Oreo, plus their pack code.

The second promotion involves using the Oreo Quest app to find hidden Oreo Cookies and dave them to a ‘Cookiedex’. These cookies can be found by solving daily clues, identifying the object involved and then scanning it using the app, or by scanning random objects. Daily clues will involve riddles such as “What puts hands on your wrist?” if users then scan a watch, an Oreo will be revealed on their phone screen.

There are 30,000 £5 Google Play vouchers to be won by collecting cookies and scoring points, and one grand prize of a Samsung Galaxy J7.

The hidden cookies are worth different points depending on their colour – one point for chocolate, three points for silver and five points for gold. A maximum of 390 cookies can be stored in the ‘Cookiedex’ and the Galaxy J7 will go to the user who collects the biggest point total. The £5 vouchers can be won by players who are among the first to reach particular scores. Players can also earn Oreo wallpaper and stickers to use in their messaging apps.

The Great Oreo Cookie Quest app plays on Oreo’s partnership with Google, which began in August 2016, and which is why the prizes are Google Play vouchers and an Android phone (the Samsung). It has elements similar to that of the hugely popular Augmented Reality game “Pokemon Go,” where users search for virtual Pokemon in their surroundings and catch them storing them in a Pokedex on their phones.

The Great Oreo Cookie Quest app was created by US ad agency The Martin Agency, in partnership with Carat and US AR developer Gravity Jack. It launched on iOS and Android at the end of January in the U.K. and will roll out across Europe, Russia, Latin America and possibly the U.S.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Confectionery company Mondelez has enlisted the help of basketball superstar Shaquille O’Neal to help it celebrate the ‘birthday’ of its OREO brand on March 6th by giving away one million OREO Chocolate Candy Bars in a US-wide promotion.

O’Neal – who shares March 6th as a birthday – kicked off the celebrations by hosting a one-day-only pop-up “Snack Shaq” at Atlantic Station in his adopted hometown of Atlanta where he handed out free OREO Chocolate Candy Bars.

OREO fans who can’t make it to Atlanta can go online to OREOBirthdayGiveaway.com and enter their details. The first million fans to enter their names and addresses on the website will get a voucher redeemable for a free OREO Chocolate Candy Bar, worth up to 99¢.

The promotion is open to legal residents of the 50 U.S. states (and the District of Columbia) aged 18 or older. The promotion ends at midnight Eastern Standard Time March 12th 2018, or when 1,000,000 participants register for the giveaway, whichever comes first.

Mondelez launched its OREO Chocolate Candy Bars in the US on a limited basis in November 2016, with a full roll-out in January 2017. They combine Oreo cookie pieces in a vanilla crème filling, enrobed in European Milka chocolate. In the recent Kantar TNS US Product of the Year Awards 2018, the new range won Product of the Year 2018 in the Candy Bar category. The product was launched in Europe prior to the US launch, again using Milka chocolate (Milka is the best-selling chocolate brand in Europe) except in the UK, where it uses Cadbury chocolate. However, Mondelez cannot sell Cadbury products in the US as rival confectionery company Hershey has the US rights to the Cadbury name.

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Global food group Mondelez has launched a UK roadshow to back Oreo’s new ‘Discover Your Flavour’ campaign, promoting the new Choc’o Brownie flavour, as voted for by the public, along with the existing Strawberry Cheesecake, Peanut Butter and Cool Mint cookies.

Experiential agency HeyHuman has designed the Oreo Truck’s bold and colourful new look as well as the sampling team’s vibrant branded jackets and tee-shirts, which are complemented by furniture, bunting and signage that will accompany the truck at each stop around the country. The vehicle features colourful flavoursome splashes and images to represent the different personalities of each flavour.

It will be travelling around the UK for six weeks, beginning on 8^th August 2017 and visiting locations such as the Bristol Balloon Festival, Edinburgh Fringe and Fusion Festival in Liverpool. HeyHuman has designed the truck to draw people in and to encourage them to try out a fun Buzzfeed-style 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 purely for this campaign, plus a recipe card that allows them to recreate the truffle at home.

Katie Bashford, Senior Brand Manager at Mondelez, comments: “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 Wonderfilled Oreo truffles to thousands of people around the UK and encourage them to learn their own personal flavour.”

Ben Lock, Business Director at HeyHuman, adds: “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. Quite simply HeyHuman has created a Wonderfilled, shareable experience to help people discover their Oreo flavours.”

HeyHuman is an integrated independent creative agency of just under 100 people with a focus on building ‘Human Brands’ through its specialisms in brand, content, social and experiential. Current clients include: Sony Xperia, Unilever, Dove, Guinness, Slimfast, Mondelez and P&G Tips.

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OREO, the Mondelēz owned cookie brand, has launched its new, globally integrated marketing campaign, Open Up with OREO, which the company says aims to convey a simple but powerful message: open your heart to people who are different to you and you’ll discover the similarities.

The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, prize promotions and customised cookies.

As the latest instalment of the brand’s ongoing Wonderfilled platform, Open Up with OREO will launch in more than 50 countries during the first half of 2016 to encourage the biscuit brand’s growing global fanbase to see the world through the eyes of the OREO brand.

According to Mondelēz, the new campaign addresses a behavioural shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.

The Open Up with OREO campaign leverages both the brand’s global footprint and its ability to break through the adult exterior to reach the child within. The objective is to inspire OREO fans worldwide to be more open to those around them and, as a result, make new connections.

The campaign creative is grounded in the universal practice of twisting open an OREO cookie. This playful gesture is being exploited as a catalyst for breaking down barriers and creating unexpected connections.

Jennifer Hull, Brand Director Global OREO at Mondelēz International, says: “We’re excited about our new Open Up with OREO campaign as it conveys an optimistic and hopeful message that we think will resonate with all our fans. As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from.”

The animated TV spot, featuring the brand’s signature Wonderfilled visual aesthetic and upbeat music, is set against the backdrop of a playfully diverse roller skating rink. The animation follows a young girl inspiring those around her to look inside them to let a little bit of wonder out and, in turn, let others in.

In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. on January 18 2016 featuring the vocals of multi-platinum-selling Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.

In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life.  The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.

The new campaign builds on the brand’s success in making a global platform relevant across the globe by leveraging universal consumer insights, but executing its marketing campaigns in a way that reflects the local context and culture.

In the U.S. market, the Open Up with OREO message will encourage OREO fans to open up to new people as well as new flavours with the official introduction of the OREO Wonder Vault, a creative expression of the brand’s epicentre of cookie exploration.

On January 18, the Wonder Vault opened to release two flavours; the return of Red Velvet Flavoured OREO cookies and the introduction of Cinnamon Bun Flavoured OREO cookies, both of which will join OREO’s permanent product line-up in the U.S. The OREO Wonder Vault will release a third, limited edition – but currently undisclosed – flavour next month.

Mondelēz claims that OREO, originally launched in 1912, is now the world’s favourite cookie, sold in more than 100 countries around the world and with $2.5 billion in global annual revenues. OREO marketing has focused on creating a ‘ritual’ – TWIST LICK DUNK – which features in all its communications.

OREO has a Facebook community of more than 40 million OREO fans around the globe, representing 200+ countries and dozens of different languages. OREO ranks among the top five brand Facebook pages in the world.

Mondelēz International is a global snacking business with 2014 revenue of more than $30 billion. It is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages.

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