Effie Case Study: Oreo Cookie Balls
Program: Oreo Cookie Balls
Manufacturer: Mondelez International
Lead agency: Geometry Global
Award: Multi-Retailer Program (Silver)
Baking cookies is a holiday tradition. And when retailers showcase this event in stores, traditionally they overlook everyday brands and packaged cookies like Oreos. But moms are still looking for big festive ideas, be it a year-round cookie like Oreo or not.
With the “Oreo Cookie Balls” recipe campaign, Mondelez repositioned its staple to provide some holiday magic – and it did so at three retailers with three distinct shopper solutions. Mondelez developed exclusive programs for Target, Publix and Meijer around the Cookie Balls theme.
At Target, the challenge was to catch shoppers in the seasonal home decor section. The rollout consisted of promoting a Target-exclusive Oreo Cookie Ball gingerbread house recipe, perfect for home decor guests. The campaign leveraged custom Pinterest posts on Target.com, recipes on the site, targeted and native content on RealSimple.com, and digital and mobile banner ads. Target placed custom displays in the seasonal section with the message: “Let’s Roll Them in Magic” with the recipe on a shelf strip display. The retailer also placed secondary displays near the cream cheese in stores. Bloggers continued talking about the recipe after the promotion and executed their own ideas about using Oreos.
Mondelez used Pinterest as a strong pre-store tactic for Publix, too, as the theme centered more on helping shoppers avoid making baking mistakes. The Publix shopper comes armed with a deep list and a goal to create elaborate holiday dishes. Pinterest supplied inspiration. In-store displays supplied an easy one-stop-shop of Oreos, cream cheese and baking chocolate to get cooking and urged shoppers to visit Pinterest for ideas. A tearpad offered a coupon.
For Meijer moms, holiday cookie baking means fast and easy. Mondelez leveraged the mPerks rewards program to inspire the Oreo Cookie Balls recipe and the ingredients required. In stores, those items were in one place with the same “All You Need” communication on displays. The items were also bundled to save her money.The program broke tradition, scoring a nearly 9% increase in cookie category sales at Meijer, 14% at Publix and just over 5% at Target versus a year earlier.