THE NATION'S SNACKING HABITS

THE HEAD SCRATCHER

How could we launch new OREO Twists with a bang and create buzz in an overflowing biscuit barrel of a competitive NPD marketplace?

THE IDEA

Celebrating and debating all the weird and wonderful ways to eat iconic OREO cookies is a real talking point in online communities. So, our strategy was to bring this social movement into the spotlight, exploring the nation’s quirky snacking habits in a playful content and media relations campaign.

From orange juice dipping to custard topping, video content featured hilarious celebrity brothers Adam and Ryan Thomas trying out popular OREO pairings and asking the nation whether they were team sweet or ‘swalty’. Media relations research continued the debate by exposing the nation’s quirky food habits. And a partnership with viral content platform LADbible propelled the story across social. Anyone for OREOs with guacamole and cheese? 

The OREO Twists Lab took the online buzz into a playful pop-up experience where visitors got the chance to create customisable OREOs and treat themselves to a free pack of the new Twists.

THE RESULTS

• Over 170 pieces of coverage including 22 nationals

• 99% inclusion rate for key campaign messaging, video and imagery. 86% included #OREOTwists

• 55 million opportunities to see

• Average story engagement rate of 15%

• 471,000 engagements