Oreo: The Playful Network

Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.

Campaign details

Agency: Digitas UKClient: Mondelez InternationalCampaign Name: Oreo - The Playful Network

Oreo UK wanted to establish a playful tone of voice that would resonate with millennial consumers living with the consequences of Covid-19

Strategy

Looking at the way Brits responded to the pandemic gave the team cause to commission research into attitudes towards playfulness.

From there, Oreo UK was able to prove that throughout history Brits have wanted to roll up their sleeves, kick back and take the mick.

Oreo knew it didn't have the right to tell people to 'stay playful'.

Instead,...

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