OREO Gets Playful in Lockdown in New Campaign by Digitas UK

Mondelez-owned cookie brand OREO is bringing a touch of playfulness to current times in a new social media campaign created by Digitas UK called 'The OREO Playbook'.

In a series of posts across Facebook, Twitter, and Instagram, OREO is aiming to give people ideas of playful and accessible activities that will help brighten up the nationwide lockdown. The 15 activities scheduled include amazing baking recipes such as OREO brownies or OREO rocky road, as well as other non-OREO-based fun such as new ways for improving Zoom calls or creating your very own escape room. Every single idea is about encouraging people to stay playful while staying at home and will feature the #stayhomestayplayful hashtag to inspire those who participate to share their attempts.

As well as running on OREOUK & Ireland’s social feeds, there is paid and influencer activity - with the latter encouraged to participate with the 15+ activities themselves.

Digitas has managed the strategy, creative and production, with media through Carat, while Elvis is looking after community management. Digitas was appointed in January this year to create a spring campaign for OREO UK & Ireland but in the wake of theCovid-19 crisis, the brief was changed to create something that would harness the playful spirit of OREOs to help everyone stuck at home during lockdown.

Every aspect of the campaign was created, conceived, processed, and managed during the lockdown with new client lead, senior brand manager at Mondelez, Aislinn Campbell, who hadn’t yet met the team in person. Campbell says: “It’s been inspiring to see our team across Mondelez and Digitas pivot so quickly and come up with the brilliant OREO Playbook in such a short time.The end result speaks for itself. We hope that the millennials and young families we’re talking to enjoy it and that it genuinely helps bring a bit of playful inspiration to lockdown.”

Laz Nikiforidis, ECD at Digitas UK, adds: “What we had planned just didn’t chime with the world as it is right now, so as much as we loved the work, we had to think quickly and adapt, while keeping the playfulness of the OREO brand in a respectful way during a very serious moment in history. With schools closed and people and parents running out of ideas – and sanity – it made sense to try and at least make a small contribution to improving the home life for everyone - and so The OREO Playbook was born.”