Mondelēz International launches key Oreo cookie campaign

The Mondelēz International global brand of Oreo biscuits is launching a major new digital campaign, The Playful Network, highlighting key connections consumers have made during the ongoing pandemic.

As the company explained to Confectionery Production, the inspiration from TELCO websites and parodying their over-claims, the initiative promises to “supercharge your connectivity” thanks to a “cutting edge connection device” – an Oreo cookie.

The website features top tips and ideas to create better connections, encouraging consumers to take the time to have fun with loved ones. The website also gives users the chance to win £1,000 worth of experience vouchers to enjoy with their nearest and dearest.

The campaign will run for eight weeks from September 28th on video-on-demand, YouTube, Twitter, Instagram, Facebook and digital display – with additional support from PR and media partnerships. To be eligible for a chance to win, shoppers are encouraged to use social media to show how they’re connecting with friends and family members in creative ways thanks to Oreo.

Aislinn Campbell, senior brand manager at Mondelēz, said: “There are so many heart-warming aspects to what has happened this year, and the way that retailers and their customers have reacted to the pandemic was in true British playful fashion. To help retailers drive their sales and keep this spirit alive in a fun way, we’re continuing the successful strategy from our Stay Home Stay Playful work in the spring while keeping it fresh and relevant at the same time”.

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