Oreo shows its caring side with monochrome animal adoption campaign

The Oreo cookie brand is taking the lead in ensuring black and white Middle Eastern pets find homes.

Inspired by the rise of the Oreo name as the sixth most popular name for black and white pets, according to Rover.com, ‘Oreo and Friends’ sees the cookie brand ditch its standard packaging for three monochrome kennel-style boxes .

The limited-edition line is available to buy locally, with a QR code on each box leading directly to a bringhomeoreo.com microsite where customers can browse homeless cats, rabbits and dogs up for adoption.

In collaboration with Saatchi & Saatchi, the brand has teamed up with pet rescue organization K9 Friends and Yanni Animal Welfare to find homeless animals, helping to combat the growing number of pet abandonments. pets in the United Arab Emirates.

Ilona Morozova, Biscuit Marketing Manager at Mondelez International MENA, said, “When we realized that so many pets were called Oreo, we knew we had to find a way to give back. Partnering with two of the area’s biggest rescues has been an honor and we look forward to helping some animals find the forever homes they deserve.

Gautam Wadher, Executive Creative Director at Saatchi & Saatchi Dubai, added: “This initiative is playful and true to the spirit of Oreo. But the intention is serious. By working directly with two pet shelters, we have made adoptable pets the stars of all of our communications.“

Building on Oreo’s “Stay Playful” mission statement to “Bring Home Playful, Bring Home Oreo,” the campaign largely removes the brand’s blue branding to highlight the issue of the abandonment of pets.

The latest news and marketing information straight to your inbox.

Get the most out of The Drum by choosing from a range of excellent email briefings, whether it’s daily news, weekly recaps or in-depth media or creative dives.

Register

Credits

Brand: Mondelez International

Senior Director, Marketing, MENAP: Bassem AlbdulGhani

Customer Experience Manager MENAP, AMEA: Krinio Christaras

Director of E&I Marketing Excellence, MENAP: Lara B Abizeid

Marketing Manager E&I, Cookies & Baked Snacks, MENA: Ilona Morozova

Senior Brand Manager E&I Biscuits and Baked Snacks, MENA: Marian Matta

Chocolate and bakery brand manager, MOANAP: Sara Zorkot

E-commerce Manager, Gulf: Edom Noemi

Agency: Saatchi & Saatchi MEA

Production company: Prodigious MEA

Post-production house: Optix Dubai

Media: Spark MEA Foundry

Creative director: Sébastien Boutebel

Executive Creative Director: Gautam Wadher

Creative Director: Alok Mohan

Associate Creative Director: Anika Marya

Senior Writer: Katie Handfelt

Artistic Director: Erick Canedo

Artistic Director: Namita Nair

Director of Saatchi & Saatchi UAE: Ramzi Sleiman

Chairman and CEO of Prodigious ME: Sami Saleh

Strategy Director of Publicis Groupe: Tahaab Rais

Head of strategy and strategic planning insights: Mazher Abidi

Strategy and Insights Director: Rosina Casserly

Commercial Director: Karim El Kari

Associate Commercial Director: Hiam Baltaji

Senior manager: Dayana Atanasova

Head of Creative Services: Cynthia Sarkis

Digital Delivery Manager: Biju Varughese

Content Director: Hussein Krayem

Photographer: Mahmoud Abdelfattah

Motion designer: Lucas Fuse, Ahmed Aborady, Daniel Masilang

Studio Manager: Uthaman Chamandi

Digital retoucher: Jessudas Manirajan, Jayan Subramanian

Comments are closed.