Everybody’s favourite cookie, which celebrates its 104 birthday in March, has proven to be the most fun-filled snack in the world. Celebrating the kid inside of us all and inspiring moments of openness and curiosity, is what this delicious cookie does best, and what led to the development of OREOs latest Wonderfilled campaign, Open Up with OREO.
This enchanting campaign executes in more than 50 countries across the world this year and South African fans have not been left out. The campaign will share the positive message of asking them to open up their hearts to others while offering local consumers the chance to win one of 3 family trips to New York City worth R200 000 each.

For a chance to win one of these amazing trips to the home of OREO, fans must purchase a pack of OREO biscuits (176g or 429g) and SMS the last five digits of their barcode to 40185. OREO cookie lovers can also enter online at SMS rates and Ts & Cs apply.

Building on the sense of childlike wonder, a series of wonderfilled activations are planned to open up in shopping centres in Johannesburg, Pretoria, Durban, and Cape Town. These engaging installations promise a unique experience of opening up and sharing wonder:

o Gateway: 23 – 28 March

o Menlyn: 6 – 10 April

o Maponya Mall: 13 – 17 April

o V&A Waterfront: 27 April – 1 May
Also OREO lovers must visit Montecasino Piazza over the Easter weekend (25 – 28 March) with the whole family and be sure to (literally) look on the bright side (and by bright we mean the sky) every day at noon for a wonderfilled surprise.

“We believe that OREO’s optimistic and enthusiastic brand persona will be brought to life through the creative executions of this integrated campaign”, says Grant van Niekerk, Biscuits and Groceries Category Marketing Director at Mondelez South Africa. “The work conveys a positive and hopeful message that we know will resonate with all our fans, as we encourage people to practice kindness and open up their hearts to others.”

This is also evident in the new 2-D animated television commercial featuring upbeat vocals by Adam Lambert, which will flight for the duration of the campaign. Set against the backdrop of a playfully diverse roller rink, the story follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the advert, an OREO biscuit is the catalyst for the characters to open up to each other.

When asked about his collaboration with OREO, Lambert said,” I think it was kind of always my fantasy to record a song for a brand, especially OREO. Their whole Open Up campaign really spoke to me, they’re encouraging people to be more open, look at our similarities – which is part of my own philosophy.” 

To offer South African fans more variety and choice, the world’s favourite cookie also recently brought out a brand new flavour: OREO Chocolate Crème. The delicious new variant, which hit shelves in March, is available in 176g packs from leading retailers.

Learn more about the Open Up with OREO campaign by visiting and following OREO on Facebook (Oreo) and Twitter (@Oreo) #LetWonderOut. 

Sello Ramosepele

Leave a Reply

%d bloggers like this: