British culture loves celebrity, and OREO and Creme Egg are both confectionery royalty. With such famous parents, the OREO Creme Egg Cookie is basically the nepo-baby of the confectionery world. And its Saatchi & Saatchi UK campaign plays on all the familiar tropes of the world’s best loved celebrity offspring.
Breezing across multiple mediums with cliché unwarranted confidence, the campaign leads with a suite of tongue-in-cheek OOH that will play out across the UK and Ireland. Motion DOOH, that includes placement on Piccadilly Lights, reads, “My parents got me this billboard”, while other executions closer to point of sale comment, “I didn’t climb to the top shelf, I was placed on it” and “Even my crumbs have connections”.
The campaign will also run 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, commented, “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, added, “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.”
Credits
Client: Mondelēz International [Oreo]
Advertising Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Associate Creative Director: Mia Silverman
Senior Creative Henrik Ridderheim
Creative: Will Griffin
Executive Strategy Partner: Emily Lewis-Keane
Strategy Director: Polly Whitton
Strategist: Elena Georgiou
Conceptual Designer: Shivani Panchal
Creative Design: Oreoluwa Ayoade
Head of Design: James Crickmore
Design Lead: Simon Hadassi
Designer: James Goodwin Davies
Motion Lead: Marco Balducci
Motion Design: Sally-Amy Ngwenya & Aivaris Seduika
Head of Account Management: Emily Carr-Bennett
Account Director: Maddie Williams
Account Director: Kate Lecce
Account Manager: Jamie Burton
Producer: Lexy Stingl
Media Agency: Publicis Pop30
