Oreo has unveiled the latest instalment in its ongoing ‘Wonderfilled’ marketing campaign: a new TV commercial entitled ‘Open Up with Oreo’.
Airing in the UK from 7th March, the ad forms part of a £3.1m marketing investment aimed at driving growth within biscuits by attracting incremental consumers to the category. Video-on-demand, social media, digital and experiential activity is also planned.
The campaign will feature on promotional packs of Oreo Original 154g PMP and non-PMP packs, which will give shoppers the chance to win cash prizes. All winners will also be entered into a draw to win a four night stay in New York for four people. Promotional packs will also include ‘Open Up’ embossed cookies.
Oreo is currently valued at £38.5m in the UK, with a growth rate of +21.2%, the fastest-growing sweet biscuits brand in the UK. Additionally, 40% of Oreo’s growth is incremental to the total biscuits category and – after eight years in the UK market – is already in the top 10 in value of all total biscuits brands.
Helen Potter, Oreo Brand Manager at Mondelēz International, said: “Our new campaign is truly wonderfilled, offering consumers the chance to experience adventure once again. We’re excited to see the campaign come to life, retailers should stock up to make the most of the investment.”
