Creating cut-through to support a new product

In August 2015, the world’s number one biscuit brand, Oreo, launched two new flavours into the UK market: Golden Oreo and Peanut Butter Oreo. H+K was briefed to drive awareness of the new flavours amongst the mum and millennial audience.

To do this, the team created a three pronged celebrity, media and influencer programme, designed to add a twist to the traditional product launch and, in line with the brand’s Wonderfilled platform, create unexpected wonder amongst the audiences.

Ahead of the products launching in store, we captured media and celebrity attention by hand delivering personalised Oreo art to the 16 most influential media and celebrities for each audience. This activity alone generated 31 posts on social media, 432 comments, 90,000 likes or retweets and a total reach to date of 6.5 million.

The product launch was further supported by a product placement campaign and influencer programme in partnership with Foodies 100, which saw product delivered in Oreo shaped boxes to key media and food bloggers. The top 40 food bloggers were then given the opportunity to be the first in the country to create wonderfilled recipes (no Oreo cheesecakes allowed!) using the new product and blog about their experience.

To date, the campaign has achieved 31 social posts from celebrities and media, 40 blog posts and tweets from some of the UK’s top foodie bloggers, 4 x print and 9 x online pieces of coverage and a total reach of 47.5 million.

Hill & Knowlton Strategies Search