Digitas creates 'Oreo Playbook' campaign for biscuit brand

Charlie Spargo's picture

Digitas UK has created a new social media campaign for Mondelez-owned Oreo, which encourages people to keep busy but stay at home with the 'Oreo Playbook'.

It comprises a series of posts across Facebook, Twitter, and Instagram, offering people ideas of playful and accessible activities that are also lockdown-friendly. 15 activities are planned to be promoted in posts featuring the hashtag #stayhomestayplayful.

The scheduled ideas include recipes like Oreo brownies and rocky road, as well as other non-biscuit fun such as ways to improving Zoom calls or make your own escape room.

Paid and influencer activity has also been planned, with the influencers themselves getting involved in all the activities in question. As is now becoming more normal and necessary, every aspect of the campaign was created, processed, and managed lockdown.

Aislinn Campbell, Senior Brand Manager at Mondelez, said: “It’s been inspiring to see our team across Mondelez and Digitas pivot so quickly and come up with the brilliant Oreo Playbook in such a short time. The end result speaks for itself. We hope that the millennials and young families we’re talking to enjoy it and that it genuinely helps bring a bit of playful inspiration to lockdown.”

Laz Nikiforidis, ECD at Digitas UK, said: “What we had planned just didn’t chime with the world as it is right now, so as much as we loved the work, we had to think quickly and adapt, while keeping the playfulness of the Oreo brand in a respectful way during a very serious moment in history.

With schools closed and people and parents running out of ideas - and sanity - it made sense to try and at least make a small contribution to improving the home life for everyone - and so The Oreo Playbook was born.”