Oreo debuts new cookie flavors with social channel Twisted

Oreo debuts new cookie flavors with social channel Twisted, Arron Crascall.

To debut two new Oreo flavors, mint and strawberry cheesecake, the cookie brand partnered with Jungle Creations, social channel, Twisted, and social influencer, Arron Crascall, who has over four million views on Facebook, to create a seven-week digital video campaign. Through two branded videos, six branded recipe videos and one live stream with Arron Crascall, Mondelez is looking to bring the new flavors to market by tapping into various avenues.

Jungle Creations was tasked by Mondelez to make the recipes for the videos. Not only did they have to be engaging to the Oreo audience, but also relatively healthy — each serving had to be under 250 calories.

"It's been an absolute pleasure working with a global brand such as Oreo. The brands compatibility with our flagship food channel Twisted has been obvious from the start, so to now work with them on a two month campaign has been great. We've had to work closely with the brand teams to achieve every objective and target that's been set, including keeping the final serving of each dish under 250 calories,” said Jungle Creations in a statement.

To engage on a variety of platforms including video, Jungle Creations livestreamed from the Oreo Flavour Mobile in Birmingham, Ala., with comedian and social media influencer Arron Crascall.

“We've had a really positive response to the creative that's gone into the campaign from both the client and our audience. It seems we've created some genuinely memorable recipes. Beyond this, we wanted to offer something to the client that is very new to the market, Facebook Live. Using our network of influencers, we selected the perfect influencer to represent Twisted and promote the brand on a Facebook Live stream on our channels. Alike the recipe videos the results of the live stream were brilliant and the brand team were very happy,” they said.

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Haley Velasco

Haley Velasco is a writer based in Chicago, IL, who has a background in PR for a sports media company and has reported on a variety of topics, including sports, opinion, politics and celebrity news. Based in the Windy City, she covers industry happenings in the Midwest and throughout North America. She has been reporting for The Drum since May 2016.

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