New Oreo Campaign Helps Oreos To Find A New Home

New Oreo Campaign Helps Oreos To Find A New Home
Barbara Messer
By Barbara Messer



OREO is helping its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region ­– K9 Friends and Yanni Animal Welfare.

The campaign is inspired by the discovery that ‘Oreo’ is the 6th most popular name for coloured pets, according to Rover.com.

“When we realised so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honour and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, Marketing Manager, Biscuits at Mondelez International, MENA.

At the start of the COVID-19 pandemic, people confined to their homes often found solace in the cuddliest, furriest kind of companion. But two years later, pet abandonment is on the rise across the UAE (and around the world) as people get back to their normal routines and return to the office.

“In a country so heavily populated by expats, pet abandonment is a real issue as people often leave Dubai suddenly for new jobs and visa reasons,” says Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi. “When we heard that a lot of black-and-white pets named after the beloved OREO cookie were coming up for adoption, we were inspired to launch ‘Oreo & Friends’.”

‘Oreo & Friends’ builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.

“This initiative is playful and true to OREO’s spirit. But the intent is serious. Working directly with two pet rescues, we’ve made the pets who are up for adoption the stars of all our communication,” explains Gautam Wadher, Executive Creative Director, Saatchi & Saatchi Dubai.

OREO has also reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic OREO cookie. This limited-edition range is now selling on InstaShop. A QR code links to a microsite, www.bringhomeoreo.com, where people can browse for pets and even apply to adopt them.

“We have so many lovely adoptable dogs and we’re always looking for new ways to reach potential owners. It’s been amazing partnering with OREO to help animals find a home for life,” says Solange Bornand, Manager, K9 Friends.

OREO has pledged to change all social content from products to pets for the cause, raising awareness of how many adoptable animals there are in the region.

 

 

 

 

 

Credits – ‘Oreo & Friends’

 Brand: Mondelez International

Senior Director, Marketing, MENAP: Bassem AlbdulGhani

MENAP Consumer Experience Lead, AMEA: Krinio Christaras

E&I Marketing Excellence Director, MENAP: Lara B Abizeid

E&I Marketing Manager, Biscuits and Baked Snacks, MENA: Ilona Morozova

Senior Brand Manager E&I Biscuits & baked Snacks, MENA: Marian Matta

Brand Manager Chocolate & Bakery, MENAP: Sara Zorkot

E-commerce Manager, Gulf: Edom Noemi

 

Agency: Saatchi & Saatchi MEA

Production House: Prodigious MEA

Post Production House: Optix Dubai

Media: Spark Foundry MEA

 

Chief Creative Officer (CCO): Sebastien Boutebel

Executive Creative Director: Gautam Wadher

Creative Director: Alok Mohan

Associate Creative Director: Anika Marya

Senior Copywriter: Katie Handfelt

Art Director: Erick Canedo

Art Director: Namita Nair

 

Head of Saatchi & Saatchi UAE: Ramzi Sleiman

Chief Executive Officer at Prodigious ME: Sami Saleh

Chief Strategy Officer at Publicis Groupe: Tahaab Rais

Head of Strategy & Insights Strategic Planning: Mazher Abidi

Strategy & Insights Director: Rosina Casserly

Business Director – Karim El Kari

Associate Business Director – Hiam Baltaji

Senior Executive – Dayana Atanasova

Creative Services Manager – Cynthia Sarkis

 

Digital Delivery Manager: Biju Varughese

Content Director: Hussein Krayem

Photographer: Mahmoud Abdelfattah

Motion Designer: Lucas Fuse / Ahmed Aborady / Daniel Masilang

Studio Manager: Uthaman Chamandi

Digital Retoucher: Jessudas Manirajan / Jayan Subramanian




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