Oreo celebrates human connections made throughout lockdown in new advert

Dive Transient:

  • Mondelez’s Oreo cookie model launched a marketing campaign within the U.Okay. to have fun the connections individuals made with one another whereas caught at house throughout pandemic lockdowns. Parodying telecommunications firms that promise to “supercharge your connectivity” due to a “cutting-edge connection machine,” The Playful Community web site celebrates collective playfulness, in line with an announcement emailed to Advertising Dive.
  • Fifty web site guests a day can obtain a “free connection pack” of customized Oreo cookies by supply, and use different “options” like an “unused (Oreo) bites roll-over” and “free alternative service” of cookies. Oreo is also giving social media customers an opportunity to win two prizes valued at £1,000 by posting footage of themselves on Instagram or Twitter utilizing the #PlayfulNetwork hashtag and @Oreouki deal with within the caption.
  • The Playful Community options tricks to create higher connections by having enjoyable with family members, not help-desk help on the right way to re-establish a cell or web connection. Oreo labored with company Digitas UK on the Playful Community marketing campaign.

Dive Perception:

Oreo’s playful marketing campaign appears to have fun human connections cast throughout pandemic lockdown, turning themes from telecom promoting about connectivity into forming extra human bonds with others. Together with a lot of Europe, the U.Okay. lifted lockdown restrictions this summer season, though the U.Okay. not too long ago enacted new restrictions, suggesting that entrepreneurs should be agile when messaging across the pandemic and associated lockdowns. The marketing campaign’s lighthearted tone is one other signal of how promoting will be enjoyable once more after a number of months of a extra somber tone that matched public considerations concerning the pandemic and its penalties on the economic system.

These considerations have led many customers to hunt consolation in manufacturers they’ve recognized for years, a development that coincides with individuals cooking extra meals at house as an alternative of eating out. Within the U.Okay., the common individual began cooking 17 to 21 meals per week throughout lockdowns, in contrast with solely 4 to 6 occasions earlier than the pandemic, in line with a research from grocery chain Tesco cited by The Drum. Forty % of U.Okay. customers mentioned making ready meals has reignited a ardour for cooking, whereas 89% mentioned they plan to prepare dinner after lockdowns ended, the survey discovered.

Mondelez is among the many packaged meals firms that had seen a soar in gross sales in a number of areas through the pandemic’s early days. Its comparable gross sales rose 11% in North America as individuals stocked their pantries with manufacturers like Oreo cookies, Ritz crackers and Toblerone chocolate in Q2, although stricter lockdowns in areas like Latin America and its Asia, Center East and Africa division led to declines in gross sales, per a quarterly report. Campbell Soup, Kraft Heinz, Nestlé and Unilever noticed elevated demand, although they now face challenges in sustaining that momentum amid depleted inventories, in line with a report by Meals Dive, a sister publication to Advertising Dive.

Oreo’s The Playful Community web site within the U.Okay. echoes themes from prior campaigns about forming human connections, as seen final 12 months in its greatest vacation marketing campaign within the U.S. The “First Christmas” multichannel push included TV commercials, a social media activation and out-of-home promoting. After final 12 months’s vacation season, the cookie model ran one other multichannel effort as a part of bringing again the Most Stuf model of its sandwich cookies with further frosting. The marketing campaign included a $100,000 on-line contest, TikTok problem, OOH components, limited-edition merchandise and “retailtainment” activations.

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