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By John Glenday | Reporter

August 23, 2022 | 3 min read

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

Work & Wellbeing Brand Purpose Oreo

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