Oreo launches biscuit campaign

This month, Oreo is encouraging people to see the world with open eyes in its latest ‘Open Up with Oreo’ campaign.

As the latest installment of the brand’s ongoing global platform, the campaign focuses on the popular method of twisting open an Oreo cookie.

Airing for the first time in the UK in 20 second slots from 7 March, the advertising creative forms part of a £3.1m marketing investment aimed at driving growth within biscuits by attracting incremental consumers to the category.

To maximise the opportunity in store, Oreo will support the campaign with promotional packs of Oreo Original 154g PMP and non-PMP packs.

These packs will feature a winning ticket mechanic, giving shoppers the chance to win cash prizes. Promotional packs will also include ‘Open Up’ embossed cookies to surprise and delight consumers by conveying the different ways that they can open up.

Helen Potter, Oreo brand manager at Mondelēz International, says, “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 wonder-filled, offering consumers the chance to experience adventure once again. We’re excited to see the campaign come to life, and retailers should stock up to make the most of the investment.”