OREO Helps Abandoned 'Oreo' Pets in Dubai Find a Home

When OREO learned that ‘Oreo’ is the 6th most popular name for black-and-white-coloured pets, according to Rover.com, it was delighted – until it learned that a growing number of Oreos are being abandoned in Dubai, and knew it had to step in. 

Beginning on International Homeless Animals Day (August 20th), OREO is helping its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region ­– K9 Friends and Yanni Animal Welfare.

OreoTheCat.mp4 from Prodigious ME on Vimeo.

“When we realised 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,” says Ilona Morozova, marketing manager, biscuits at Mondelez International, MENA.

OreoTheDog.mp4 from Prodigious ME on Vimeo.

At the start of the COVID-19 pandemic, people confined to their homes often found solace in the cuddliest, furriest kind of companion. But two years later, pet abandonment is on the rise across the UAE as people get back to their normal routines and return to the office.  

“In a country so heavily populated by expats, pet abandonment is a real issue as people often leave Dubai suddenly for new jobs and visa reasons,” says Sebastien Boutebel, chief creative officer, Saatchi & Saatchi. “The news is full of stories of animal neglect. So when we heard that a lot of black-and-white pets named after the beloved OREO cookie were coming up for adoption, we were inspired to launch ‘Oreo & Friends’.”

CatBox.mp4 from Prodigious ME on Vimeo.

The ‘Oreo & Friends’ initiative builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.

“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,” explains Gautam Wadher, executive creative director, Saatchi & Saatchi Dubai.

RabbitBox.mp4 from Prodigious ME on Vimeo.

OREO has also reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic OREO cookie. This limited-edition range is now selling on InstaShop. A QR code links to a microsite, www.bringhomeoreo.com, where people can browse for pets and even apply to adopt them.

DogBox.mp4 from Prodigious ME on Vimeo.

“We have so many lovely adoptable dogs and we’re always looking for new ways to reach potential owners. It’s been amazing partnering with OREO to help animals find a home for life,” says Solange Bornand, manager, K9 Friends.

To honour International Homeless Animals Day, OREO has pledged to change all social content from products to pets for the cause, raising awareness of how many adoptable animals there are in the region.