Coronavirus

Oreos to become an online connection hub to help retailers with lockdown woes

By Anthony Myers contact

- Last updated on GMT

Pic: Mondelēz International
Pic: Mondelēz International

Related tags: coronavirus

Mondelēz International has announced a new digital campaign for Oreo this autumn in a bid to help retailers drive sales.

The global biscuit brand will feature in The Playful Network, which celebrates the amazing human connections consumers have made during lockdown restrictions caused by the coronavirus pandemic.

Taking inspiration from TELCO websites and parodying their over-claims, The Playful Network promises to ‘supercharge your connectivity’ thanks to a ‘cutting edge connection device’  – the Oreo cookie.

The website features top tips and ideas to create better connections, encouraging consumers to take the time to have fun with loved ones – and also gives users the chance to win £1,000 worth of experience vouchers to enjoy with their nearest and dearest.

The campaign runs for eight video-on-demand on YouTube, Twitter, Instagram, Facebook and digital display – with additional support from PR and media partnerships.

Aislinn Campbell, Senior Brand Manager at Mondelēz, said: “There are so many heart-warming aspects to what has happened this year, and the way that retailers and their customers have reacted to the pandemic was in true British playful fashion. To help retailers drive their sales and keep this spirit alive in a fun way, we’re continuing the successful strategy from our Stay Home Stay Playful work in the spring while keeping it fresh and relevant at the same time​”.

To be eligible for a chance to win, shoppers are encouraged to use social media to show how they’re connecting with friends and family members in creative ways, thanks to Oreo.

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