CLIENT
Mondelez International
Susan Pittner, Shopper Marketing Field DirectorLinda Dickerson, Customer Business LeadKim Yansen, Director - Field Shopper MarketingCraig Simon, VP - Strategy and Customer MarketingJanda Lukin, Sr. Director - US Oreo and Chips AhoyJordan Eddy, Director of Digital
AGENCY
Rachel Drescher, Account SupervisorKatie McElligott, Creative DirectorHowie Schultz, Planning DirectorBill Haveron, Account Director
The Martin Agency
HelloWorld, Inc.
Rockfish Digital
SUMMARY
Even with a vast array of flavor offerings at Meijer, households buying Oreo cookies were down 7%. Responsible for 22% of cookie sales, Oreo had to bring lapsed households back to drive category growth. In February 2014, we invited Meijer shoppers to Discover Whats Inside an Oreo cookie. We exposed them to the vast array of Oreo flavors available by leveraging a fun online instant win game, in store sampling and prominent merchandising. We then encouraged them to Share the Wonder of an Oreo cookie with friends and family alike.