Mondelez preps latest Oreo campaign as it looks to drive growth in biscuit category

Mondelēz is preparing to launch a new ad campaign for its Oreo brand to coincide with the introduction of two new flavours in to the UK as the FMCG giant aims to drive growth within the biscuit category.

Set to launch next Monday (3 August) the advert forms part of a wider £2.1m marketing investment in Oreo, which includes video-on-demand, social media, product PR, sampling and in-store promotions.

Created around the premise ‘I wonder if I gave an Oreo to…’, the ad, named, Wonderfilled aims to reawaken viewer's inner child by showing humorous, imagined scenarios which show how sharing an Oreo could transform a situation into one more positive.

For example the advert, created by The Martin Agency, wonders if giving an Oreo to the Big Bad Wolf would inspire him to help the three little pigs build decking rather than blowing their house down.

Daniel Kessler, Oreo brand manager at Mondelēz International said: “As kids we have a sense of wonder in how we see the world, but as adults we sometimes have to be reminded that often it’s the little things that can brighten our days. The Wonderfilled campaign has been designed to remind adults how a small thing like an Oreo and using a little imagination can brighten their perspective.”

Oreo is currently valued at £31.2m in the UK, and Mondelez claims it is the fastest-growing sweet biscuit brand in the UK with a growth rate of 21.6 per cent. It is also in the top 10 in value of all total biscuits brands in the country.

The new flavours being introduced include Golden Oreo and Peanut Butter.

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