OREO LAUNCHES MOST UNEXPECTED TWIST YET

THE HEAD SCRATCHER

When it comes to the iconic black and white cookie brand there’s no right way to eat an OREO but how can we provide playful inspiration for fans to share their own #OREOtwist? 

THE IDEA

Our strategy was to create the ultimate twist through a limited-edition menu at Beyonce’s favourite fried chicken restaurant, Chicken Shop, featuring The Big Twist Burger, The O Fries and The Twist & Shake. 

Launching through a food porn-esque content shoot, we continued to drive hype by inviting VIP media and influencers to be the first to get their hands on the exclusive items. From LadBible to The Times we filled the restaurant with playful OREO touches. The subsequent taste test content across national media and online channels helped build excitement among the public who were then given the opportunity to get their hands on free #OREOtwist meals across Chicken Shop restaurants. Owned social channels were used to tease the partnership, drive awareness and celebrate the giveaway.

And the giveaway not only delighted fans but also generated organic content from high-reaching influencers including @jon_the_food_don (531.5k followers) and @faroukjames (255k followers). 

THE RESULTS

• 90% of coverage included OREO in its headline

• 5.3 million reach and 26,500 engagements across owned channels 

• 6.44% engagement rate on Instagram (v 5% benchmark)

• 9.28% engagement rate on TikTok (v 8% benchmark)

• Consumer queues around the block!