Oreo shows its caring side with a monochrome pet adoption campaign
Cookie brand Oreo is stepping up to the plate to ensure black and white pets across the Middle East find a home.
Inspired by the rise of the name Oreo as the sixth most popular name for black and white pets, according to Rover.com, ’Oreo and Friends’ sees the cookie brand abandon its standard packaging for three monochromatic kennel-style boxes.
The limited edition range is available to purchase locally, with a QR code on each box linking directly to a bringhomeoreo.com microsite where customers can browse homeless cats, rabbits and dogs for adoption.
Working with Saatchi & Saatchi, the brand has partnered with pet rescue organization K9 Friends and Yanni Animal Welfare to source homeless animals, helping to tackle growing incidences of pet abandonment across the United Arab Emirates.
Ilona Morozova, marketing manager for biscuits at Mondelez International MENA, said: “When we realized so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve.“
Gautam Wadher, executive creative director at Saatchi & Saatchi Dubai, added: “This initiative is playful and true to Oreo’s spirit. But the intent is serious. Working directly with two pet rescues, we’ve made the pets who are up for adoption the stars of all our communication.“
Building on Oreo’s ’Stay Playful’ mission statement to ’Bring home playful, Bring home Oreo’, the campaign largely drops the brand’s trademark blue to throw the issue of pet abandonment into stark relief.
Credits
Brand: Mondelez International
Senior director, marketing, MENAP: Bassem AlbdulGhani
MENAP consumer experience lead, AMEA: Krinio Christaras
E&I marketing excellence director, MENAP: Lara B Abizeid
E&I marketing manager, biscuits and baked snacks, MENA: Ilona Morozova
Senior brand manager E&I biscuits and baked snacks, MENA: Marian Matta
Brand manager chocolate and bakery, MENAP: Sara Zorkot
E-commerce manager, Gulf: Edom Noemi
Agency: Saatchi & Saatchi MEA
Production house: Prodigious MEA
Post production house: Optix Dubai
Media: Spark Foundry MEA
Chief creative officer: Sebastien Boutebel
Executive creative director: Gautam Wadher
Creative director: Alok Mohan
Associate creative director: Anika Marya
Senior copywriter: Katie Handfelt
Art director: Erick Canedo
Art director: Namita Nair
Head of Saatchi & Saatchi UAE: Ramzi Sleiman
Chief executive officer at Prodigious ME: Sami Saleh
Chief strategy officer at Publicis Groupe: Tahaab Rais
Head of strategy and insights strategic planning: Mazher Abidi
Strategy and insights director: Rosina Casserly
Business director: Karim El Kari
Associate business director: Hiam Baltaji
Senior executive: Dayana Atanasova
Creative services manager: Cynthia Sarkis
Digital delivery manager: Biju Varughese
Content director: Hussein Krayem
Photographer: Mahmoud Abdelfattah
Motion designer: Lucas Fuse, Ahmed Aborady, Daniel Masilang
Studio manager: Uthaman Chamandi
Digital retoucher: Jessudas Manirajan, Jayan Subramanian