Oreo cookies have traditionally been marketed as playful snacks that bring out people's youthful sides; the Oreo Snack Hacks campaign wants to broaden that perception. It invites top chefs Roy Choi, Michael Voltaggio and Nguyen Tran to put their own unique spin on the cookie in order to get people to think of it in new ways.
In one of the Oreo Snack Hacks, Choi creates chicken tenders with golden Oreos out of his food truck. Kristin Hajinlian, brand manager at Oreo at Mondelez International Inc., says, "In 100 years people have been dunking Oreo cookies, and somebody comes up with a fork! Isn’t that a creative way to enjoy the cookie in a new way? It got us thinking about what are the other kitchen utensils and things that you can bring into the Oreo experience."
Upscale Cookie Campaigns
Oreo Snack Hacks Introduces Different Ways to Enjoy the Common Dessert
Trend Themes
1. Creative Dessert Recipes - Bringing in chefs and mixing up traditional recipes opens up a new avenue for dessert innovation.
2. Rebranding Mature Products - Oreo Snack Hacks demonstrates the potential for revamping marketing strategies and introducing a renewed interest in familiar brands.
3. Consumer-driven Adaptations - The integration of kitchen utensils and new flavors allows for the creation of personalized treats that are tailored to individual preferences.
Industry Implications
1. Food and Beverage - The food industry can explore new, unique ways to elevate and rebrand traditional products.
2. Marketing and Advertising - New marketing campaigns and strategies can help reposition mature products in the market, uncovering new growth opportunities.
3. Cookware and Kitchen Utensils - Collaboration with food brands such as Oreo to create specialized utensils can lead to innovation in this industry.