With a focus on children-parent relationships under the lockdown, Oreo India’s #AtHomeWithOreo aims to infuse fun in their interactions.
The quarantine has thrown everyone in unchartered waters. However, time and again it has been proved that the human spirit is strong and can rise above any challenge, even if it’s a pandemic. Supporting this thought, Oreo aims to reiterate its playful role to help consumers pause and rejuvenate. To help consumers steer away from the lockdown monotony, Oreo introduced its latest digital campaign ‘#AtHomewithOreo’ to help consumers spark their innovative plugs and drive creativity with Oreo cookies.
The brand seeks to infuse a dose of fun in their daily lives by embracing this new normal through engaging activities and challenges that have a quirky way of helping people stay connected. Earlier, they had released an anthem, Make Way For Play. #AtHomeWithOreo 2.0 is called Stay Playful.
Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “#AtHomeWithOreo was yet another attempt to bring people together and support families by breaking them away from the tedium of isolation through an array of engaging activities. As the lockdown continues, we only aim to amplify our connect with the consumers through the campaign and provide them with avenues to keep their innovation plug sparking at all times.”
Known to create fun-filled moments since its twist, lick, and dunk days, the brand is baking yet another unique experience with its campaign which revolves around the themes of Home Recipes, Home Games, and Home Art. Through this campaign, the brand is bringing forth this trend not just by posting new Oreo Recipes but also by sharing user-made recipes uploaded by Oreo lovers on social media platforms. From giving a chance to a mother-daughter duo to bake an Oreo recipe, to encouraging kids to put their wild minds to play and craft a new game with the Oreo cookie, the brand wants to remind consumers that it is absolutely fine to pause and play a little, and just be happy.
Mark Mcdonald, Executive Vice President And Head Of Creative, India, Digitas, said “From fun recipes with Oreo to keeping li’l hands busy with Oreo Art, and even giving adults a break from their WFH madness, we’ve ensured that the spirit is alive and well. We’ve amplified the campaign further with #MakeWayForPlay. A fun challenge that brings people into the fold by passing on the Oreo baton virtually. After all, the playful spirit is at its best when shared.”
Speaking about the campaign Rajdeepak Das, Chief Creative Officer – South Asia and Managing Director – India, Leo Burnett said “Work From Home has created a major imbalance between work and home. Although we are spending more time at home, we are actually spending less time with our kids because of all the added housework and office work. Children, on the other hand, feel that since parents are at home they should be spending more time with them playing. With our ‘At Home With Oreo’ campaign, we want to encourage parents to consciously take time out and have some playful moments with their kids cooking, creating, and playing inside their homes.”
As an extension to the Home Games segment, the campaign is leveraging some innovative social media trends and has introduced the ‘Make Way for Play’ challenge which will feature a sequence of playful activities with Oreo depicted in a relatable and memorable way, urging consumers to replicate the same and create a bandwagon effect. Consumers can upload the videos while tagging the brand page to be featured in the challenge video.