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Brand Watch: Oreo Codes Launch at Albertsons

​​​​​​​Technology connects Mondelez’s cookie brand to any milk item in an innovative way.

Mondelez International this spring rolled out a test-and-learn program uniting its Oreo brand with an unofficial, longtime collaborator — milk.

The Oreo Codes campaign centers on scanning milk bar codes for future savings on both the cookies and dairy item. The campaign began in late April and continued through May, exclusive to Albertsons Cos., says Anne Martin, director, shopper marketing, at Mondelez.

Even as Oreo maintains a 99% brand awareness nationwide, the opportunity to encourage incremental purchase occasions — while staying true to its playful side — remains a priority for the brand. Oreo Codes allow shoppers to turn the black-and-white bar codes on any milk SKU into an interactive experience reminding them that milk can be paired with Oreo cookies. The custom-built feature was developed by Mondelez agency partner VMLY&R Commerce.

“This idea marries technology and creativity in a way that drives memorable engagement for consumers with their beloved Oreo brand,” said Manuel Borde, global chief creative officer at VMLY&R Commerce, in a media release.

A P2PI editor recently visited on a mobile device. An Oreo-branded scanner within the site was used to scan the barcode from a gallon of milk in the editor’s refrigerator. After a brief animation depicted an Oreo cookie dunking into milk, a prompt appeared to tap on one of three Albertsons banner logos for an offer. Each logo linked to an Albertsons for U loyalty program-branded offer within the retailer’s website — offering 50 cents off the purchase of two family-size Oreo packs and any milk item on the same receipt.

To drive awareness of the campaign, Mondelez ran off-site and on-site media with Albertsons Media Collective. The ads on the retailer media network were focused on driving traffic and subsequent purchase of Oreo cookies on The campaign was also supported by an influencer strategy educating consumers on how to scan their milk carton to unlock savings, along with out-of-home media.

“Our digital out-of-home ads are specifically targeted around Jewel-Osco stores in and around the Chicago area,” Martin says. Venues where the static and animated ads appear include entertainment, transit, financial institutions, retail, offices, residential and hotels.

“Given the (positive) feedback and reactions we’ve received from the campaign, there is potential to scale it in the future,” Martin says.




Steve McGowan

Head of Shopper Activation and Strategic Partnerships

Mondelez International


Anne Martin

Director, Shopper Marketing

Mondelez International


Nicolas Henault

Marketing Director, OREO

Mondelez International


Agency (All VMLY&R Commerce):

Manuel Bordé

Global Chief Creative Officer, VMLY&R Commerce


Jeremy Ruiz

VP, Group Creative Director


Sergio Leon

SVP, Creative Director


Sebastian Cuevas

Associate Creative Director


David Pinilla

Associate Creative Director


Christina Ryan

Account Director


Oswaldo Sa

Group Creative Director


Katlyn Muller

Account Supervisor


Jhon Igua

Senior Art Director


Esteban Fino

Senior Art Director


Juan Manuel Prieto

Senior Art Director


Nestor Benjumea

Senior Art Director


Laura Arcila

Senior Art Director


William Niño

Senior Art Director


Angelica Galvis

Head of Art


Ivan Mayes

Global Chief Technology Officer


Thomas Mercurio

Associate Director


Michael May

Director of Creative Technology

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