Lewis Capaldi auctions ‘used’ OREO cookies in bizarre new content push from ELVIS

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by Mark Johnson

Musician Lewis Capaldi is auctioning off OREO cookies that he has allegedly ‘licked’ and ‘dunked’ as part of a new marketing campaign.

The cookie company teamed up with Capaldi for the quirky new content push which sees him twisting, licking and dunking a pack of OREO cookies, and auctioning it on eBay, to raise money for charity. 

The weird and wonderful initiative was developed in partnership with creative agency ELVIS.

As part of OREO’s recently-launched ‘Stay Playful’ campaign, which dramatises the time-honoured way to enjoy an OREO, ELVIS has partnered with the brand to create digital and social content in which Capaldi twists, licks and dunks a pack of the cookies, to be put into a signed frame alongside a limited-edition pack featuring his face. 

Charity benefit

The frame will be auctioned on eBay with all profits going to Nordoff Robbins, the UK’s largest music therapy charity.

With a nod to other unusual celebrity items being auctioned off, from Scarlett Johansson’s used tissue to William Shatner’s kidney stone, OREO has chosen 2019 breakout star Capaldi to front the campaign and make the Twist Lick Dunk ritual famous in the UK.

Film content for the campaign was directed by Adam Wimpenny, with production by Craft Films. Media strategy and buying is by Carat UK and PR is handled by Golin.

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