# Playfully Branded Crosswalks OREO Turned Marked Areas Outside Some Kroger Stores into OREO Walks By Laura McQuarrie | Published 2025-09-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/oreo-walks References: [prnewswire](https://www.prnewswire.com/news-releases/vml-and-oreo-launch-oreo-walks-turning-crosswalks-into-shoppable-out-of-home-with-unmistakable-flavor-302565220.html) & [oreo](http://www.oreo.com/oreowalks)  Crosswalks are widely recognized for their contrasting stripes, and [OREO Walks](https://www.trendhunter.com/trends/oreo-twists-lab) mirror the black and white parts of a beloved sandwich cookie. Created by [VML](https://www.trendhunter.com/trends/spicy-chicken-sandwich-ornament) for OREO, OREO Walks can be found outside select [Kroger](https://www.trendhunter.com/trends/creme-filled-cookies) stores, playfully leading shoppers across a design that depicts a face eating a stack of classic OREO sandwich cookies. With a limited color palette and negative space, the artful, minimalist design provides a sense of intrigue, as well as a reward for shoppers who scan the accompanying QR code on the pavement. Targeting consumers who may not have planned to visit the cookie aisle, OREO Walks unlocks a special offer that can be redeemed in-store. The campaign joyfully interrupts everyday life by transforming a routine chore like grocery shopping into an engaging experience, adding unexpected delight to the mundane. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 63% | Activity: 58% | Freshness: 49% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Urban Art:** OREO Walks exemplify how functional city elements like crosswalks are being transformed into interactive art spaces that captivate passersby. - **Branded Environmental Graphics:** The integration of brand identity with environmental graphics, as seen in OREO Walks, drives engagement by offering unique on-site brand experiences. - **Gamification in Public Spaces:** With features like QR code rewards, OREO Walks illustrates how gamification elements are being woven into public environments to enhance consumer interaction. ### Sectors Adopting This - **Retail Innovation:** OREO's crosswalk initiative highlights the evolution of brick-and-mortar retail strategies towards experiential marketing to attract foot traffic. - **Outdoor Advertising:** This campaign demonstrates the growing potential for outdoor advertising to leverage creative designs that blend seamlessly with public infrastructure. - **Urban Planning and Design:** Integrating playful and functional elements into urban planning, as OREO has done, represents a novel approach to curating urban aesthetics and user engagement. ## Related on Trend Hunter - [Customizable Cookie Pop-Ups](https://www.trendhunter.com/trends/oreo-twists-lab.md) - [Milk Dunking Ritual Campaigns](https://www.trendhunter.com/trends/oreo-cows.md) - [Cubic Cookie Movie Campaigns](https://www.trendhunter.com/trends/oreo-x-a-minecraft-movie-campaign.md) - [Customized Foodservice Cookies](https://www.trendhunter.com/trends/oreoid-for-business.md) - [Caped Crusader Cookie Campaigns](https://www.trendhunter.com/trends/oreo-promotion.md) - [Interactive Panda Cookies](https://www.trendhunter.com/trends/panda-oreos.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Chocolate Flavor-Branded Displays](https://www.trendhunter.com/trends/hersheys-cookies-n-creme.md) - [Privileged Cookie Campaigns](https://www.trendhunter.com/trends/born-of-two-icons.md)