Saatchi & Saatchi’s and Mondelēz International have launched Born of Two Icons, a playful new campaign spotlighting the new limited-edition OREO Creme Egg Cookie.
British culture loves celebrity, and OREO and Creme Egg are both iconic in their own right. With such famous parents, the OREO Creme Egg Cookie is basically the nepo-baby of the confectionery world – or should that be, the nepo cookie? – and the campaign cheekily plays on all the familiar tropes of the world’s best loved celebrity offspring.
Breezing across multiple mediums with cliché unwarranted confidence – Wait, where’s the VIP lane? – the integrated campaign leads with a suite of tongue-in-cheek OOH which will play out across the UK and Ireland. Motion DOOH, which includes placement on Piccadilly Lights, confesses “My parents got me this billboard”, while other executions closer to point of sale make similar admissions: “I didn’t climb to the top shelf, I was placed on it” and “Even my crumbs have connections“.
The campaign will also play out across social and radio until Easter, spanning linear radio and digital audio, including bespoke podcast partnerships. Media planning and buying was handled by Publicis PoP30.
Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, says: “There’s few things UK culture gobbles up quicker than a nepo-baby… unless it’s, well, a cookie? When an iconic biscuit brand has a whirlwind romance with a British Easter favourite, you get a born icon. This work is playful to its creamy core – it’s a homage to the public privilege we love to hate, it’s a biscuit playing in a world of chocolate at Easter.”
Raphael Capitani, Senior Brand Manager, OREO says: “When you’re working with brands as iconic as OREO and Creme Egg, the creative and the places it shows up need to follow suit. The OREO Creme Egg Cookie deserves some special treatment and this campaign is fun, smart and culturally resonant.”
Source: Saatchi & Saatchi
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