OREO is increasing their market share in the Dutch market in the cookies’ segment, since their introduction in 2016.
OREO’s brand idea focuses on becoming an engaging iconic cookie for the kid in all of us, by broadening their communications to a larger target group, stretching from “millenials”. By keeping the marketing challenge and objective of the brand, they are looking for increasing brand awareness & continue building penetration.
The overarching campaign is called Wonderfilled. OREO’s objective was to communicate on shelf the introduction of these new flavors, following their brand and campaign guidelines, but creating and interactive experience for the consumers. By increasing the time spent at the moment of choice, it would increase the awareness of consumers about their new flavors, and would eventually increase the sales.
REGGS was asked to create an interactive experience and iconic communication in a full meter of shelf for in 56 Albert Heijn stores, with the objective to increase the time spent at the shelf, to create awareness of the new flavors, with engaging content, iconic visibility, activation, under the new brand strategy of OREO, and ultimately driving purchase.
We created an interactive shelf experience by integrating simple, but clever items, which are added into the Albert Heijn shelves. Using their iconic cookie shape and their Wonderfilled campaign assets, we created rotating and moving items, that would attract consumers (not only children) to explore the varieties of the new range of flavors and extend their moment of choice.
The shelf activation in the Albert Heijn provided great results for OREO in 2016 in The Netherlands. Together with the full campaign and different brand activations, the brand achieved an increase of double digit percentages in volume, revenues, and penetration. Now in 2017, there is an activation on shelf again, promoting the new OREO thin & crisp and positive results are expected.