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
