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OREO
Albertsons "Stop & Play with OREO"

RAN IN: United States

CLIENT
Mondelez International

Richard Swearingen, Customer Vice President
Kim Yansen, Director, Field Shopper Marketing
Stephen McGowan, Director, Shopper Marketing
Sarah Zollner, Associate Director, Shopper Marketing
Patricia Gonzalez, Sr. Brand Manager
Kerri McCarthy, Sr. Associate Brand Manager
Michael Tilley, Associate Director, Shopper Marketing & Strategic Partnerships

AGENCY
Geometry Global *Lead Agency

Anne Martin, Account Supervisor
Katie McElligott, Creative Director
Margaret Naughton, VP, Group Director


HelloWorld, Inc.


SUMMARY

At Albertsons, OREO Cookie sales werent growing as fast as the category. As category leader, we had to get OREO-purchasing Moms re-engaged, buying more. We uncovered what excites her: showing off unique ways she treats her family. We developed Stop & Play with OREO, inspiring her to explore new ways to use OREO Cookies as an ingredient in family fun. It centered on an exclusive Albertsons recipe with KRAFT, and a Polaroid partnership. Moms shared ideas online, reigniting OREO Cookie passion, reaffirming our status as category leader, lifting the category.

CASE VIDEO


Hero Medium: Digital/Interactive

Medium Featured On Video: Digital/Interactive, Mobile/Tablet, Pricing, Retail Experience, Shopper Involvement, Social Media

Audience: Mothers

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English