Sometimes there’s this sort of fallacy that you’ve gotta be true to your roots or your core consumer, or you’ve got to break through and appeal to the next generation. I was having a conversation earlier this week with one of our agency leaders and we were talking about how OREO is an “and” brand. How do you navigate these kinds of efforts? But we’ve seen that brands can create issues for themselves when they go into potentially polarizing territory. OREO covers so a lot of territory in that space, like your Pride initiative for the LGBTQ community. We’ve seen that we can have a very positive impact. And taking positions and understanding how we, even as a little cookie, can actually fight for a more inclusive, accepting world. So I think about being culturally relevant as also standing up for what’s good and what’s right. And I think brands like OREO have the ability to make a positive impact. It means a lot to me to do good in the world. I also love the transformation I’ve seen in the industry around more purpose, cause-based marketing. So we have to really work hard to ensure that we’re driving that relevancy. It’s an old brand, it can get tired easily.
Or the Lady Gaga partnership, which has been a massive hit most recently. Or you think about millennial parents and what they and their children are interested in, and that led to a collab with the Trolls. And it varies, right? We’re trying to speak to and engage with teens and young adults, and that led us to a collab with Supreme. Really understanding what they’re interested in, what their passion points are, and how OREO can tap into those in an interesting way. And I think how we do that is by engaging with our fans in culture. For a legacy brand like OREO - we’ll be 110 years old next year - it’s so important that we maintain our relevancy. That’s a very good question to start off on. What does that mean for you and the brand? One thing that stood out in yours was how you talked about wanting to drive growth and sales, but also drive cultural impact. Kroger is planning to build it into the app longterm to help customers make more of their food.I like to lurk on people’s LinkedIn “About ” page. It’s a product innovation more than an advertising campaign. Tweet a snap of your food, let Chefbot process the ingredients, then he’ll send you personalised recipes. We built an AI Twitter tool called Chefbot to help Kroger customers do more with their food. GOLD - Non-Traditional: Confections/SnacksīRONZE - Ambient & Activation: Confections/Snacks SILVER - PACKAGE & PRODUCT DESIGN: PRODUCTS & SERVICESīRONZE - AVANT-GARDE/INNOVATIVE: AVANT-GARDE/INNOVATIVEīRONZE - SOCIAL MEDIA & INFLUENCER: PLATFORM SILVER - DIRECT & COLLATERAL: PRODUCTS & SERVICES SILVER - SOCIAL MEDIA & INFLUENCER: BEST USE GOLD - SOCIAL MEDIA & INFLUENCER: BEST USE GOLD -BRANDED CONTENT/ENTERTAINMENT: PRODUCTS & SERVICES GRAND - BRANDED CONTENT/ENTERTAINMENT: PRODUCTS & SERVICES GRAND - SOCIAL MEDIA & INFLUENCER: BEST USE Social Engagement & Integration for Live Experience
Food & DrinkīRONZE - BRAND EXPERIENCE & ACTIVATION: B01. SILVER - BRAND EXPERIENCE & ACTIVATION: A01. Merit: ADV-Branded Content / Entertainment – Online Video – Long FormīRONZE - SOCIAL & INFLUENCER: B03. Merit: ADV-Innovation - Branded Content / Entertainment Merit: PKG-108: Food / Beverage - Food - Single Silver: ADV-149: Promotional Materials - Dimensional SM_08: Active Engagement / Call to Action
OREO DOOMSDAY VAULT SERIES
IN_13: Online-only Video – Series (Submitted by The Community)ĭM_06: Experiential - Brand InstallationsĭM_17: Non-traditional & Guerrilla Marketing IG_01: Integrated Branding Campaign (Submitted by The Community) Winner - Campaign on a Platform: Twitter categoryīE_10: Experiential - Brand InstallationsĭC_05: Cross-Channel UX / UI - Digital / PhysicalĮX_13: Craft – Storytelling (Submitted by The Community) Silver: Branded Entertainment & Content, Experience/Activation Platinum Winner – Social Media, Ad campaign Platinum Winner – Experiential & Immersive, OOH Platinum Winner - Branded Content, Social Platinum Winner – Integrated Marketing, Social Media Platinum Winner – Outdoor Advertising, Other Platinum Winner – Marketing & Promotional, Other Gold Winner – Typography, Packaging / Product One fan asked, ‘who will save the OREOs?’… we answered this important question emphatically.Ĭredits: Frank Cartagena (CCO, The Community), Menno Kluin (CCO), Dan Freeda (CW), Leigh Stolarz (AD), Adrienne Darnell (Producer), Brian Gartside (Design Director)
It had a 0.4% chance of destroying everything (kind of).
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