2023 Silver Integrated

Agency: Digitas

Client: Mondelez International

Entry Title: OREO Twists

Executive Summary

Biscuits category growth had stagnated, limited by a typically older shopper and dominance of heritage brands. Enter OREO: younger in the UK market, less traditional and more playful, appealing to Millennial consumers in a unique way with an opportunity to grow. But with one big challenge - the iconic centennial cookie is only 17 years old in the UK, lacking relevance with consumers.

Strategy

Through extensive social media mining, the team uncovered an exciting insight: there was an underground world of OREO ‘Twisters’ shaking things up with weird and wonderful ways to enjoy the cookies: dunking in orange juice, smearing with peanut butter, or twisting and licking the biscuit, everyone had their own unique ‘OREO Twist’.

Creativity

The campaign was teased with a divisive social post on LAD bible to ignite conversation. Three hero films based on authentic consumer OREO ‘Twists’ followed.

The conversation was propelled across paid, owned and earned channels, with the help of hyper-relevant partners, to create a connected ecosystem that fuelled and facilitated mass consumer engagement.

Working with culturally relevant partners Marmite, Hellman’s, Coleman’s, Pot Noodle, Papa John and Tango, the team created a series of disruptive debate-driving pairings across owned channels, like OREO cookies covered in melted cheese or wrapped in bacon.

The campaign then engaged in brand banter, pairing OREO with the iconic British brands and deployed influencer content to drive the conversation and leverage their credibility to convert a brand-led conversation into a consumer-relevant trend. There was even an OREO Twists Lab - an experiential pop-up where people could experiment some more.

Results

The campaign unlocked high-quality and scale of consumer engagement with more than 2,000 pieces of User Generated Content in just nine days, driving lasting positive brand affinity with OREO—demonstrated through follower growth across IG +2% and TW +11%.

Engagement and excitement converted into sales, delivering both volume (+13%) and value (+16%) growth on Original Cookies, driving share gains in both Sweet Biscuits (+0.2pp) and Total Biscuits category (+0.1pp) over the same period.

Influencers not only delivered reach of 1 million impressions and engagement—15% on stories—their press capital combined with playful OREO Twists content also helped to generate 51 pieces of coverage, of which 12 were national. Meanwhile, 6,000+ visited the pop-up in two days.

The Team

Mondelez International - Elise Burditt, Marketing Director - Rafael Espesani, Senior Brand Manager - Katya Savelieva, Brand Manager

Digitas UK - Emma de la Fosse, Chief Creative Officer - Laz Nikiforidis, Executive Creative Director - Vicki Murfitt, Senior Copywriter - Paul Crump, Senior Art Director - Tim Vukcevic, Senior Designer - James Larman, Strategy Partner - Carlos Rodrigues, Senior Strategy Director - Deborah Turner, Business Director -Sophie Funnell, Programme Director - Kirsten Mackenzie, Senior Account Director - Karhlia Scata, Account Director and Senior Project Manager

This Is Energy - Francesca Derry, Managing Director - Ben Way, Production Director - James Edwards, Creative Director - Elly Crossley, Senior Project Manager - Margarita Zorina, Project Manager

Carat - Alice Millar, Durrant Client Director - Alexander Mishutin, Client Director - Sam Porter, Account Director - Kate Burrows, Account Manager Carat

Tin Man - Leanne Bertolone, Practice Director - Natalie Neave, Client Partner - Gemma Blane, Associate Director - Alexandra Keates, Senior Account Manager

Elvis - Ellie Hicklin, Account Director

Contributors

Prodigious, This is Energy, Elvis and Tin Man