Brand Watch: Oreo Codes Launch at Albertsons

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 OreoCodes.com 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 Albertsons.com. 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.

 

Credits:

Client:

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