Kroger's Innovative Twist: Introducing The 'Oreo Menu' for Exclusive Discounts

New Commerce Activation by Oreo: "The Oreo Menu"

Mondelez International's brand Oreo has introduced a new commerce activation called "The Oreo Menu." This initiative seeks to transform the common three-line "hamburger menu" on the internet into two stacked Oreo cookies. This creative approach was revealed to Our Website.

A microsite has been set up as part of a promotional campaign for Oreo cookies. Consumers can simply enter any tab or category name they see when clicking on the three-bar menu icon on the internet as a promo code to receive a special deal at Kroger, thanks to an exclusive partnership.

This activation was developed in collaboration with agency VML and features an explanatory video. It is being promoted through influencer content, digital channels, and social media to encourage participation. The campaign comes on the heels of Oreo's first Super Bowl ad in ten years earlier this year.

Oreo's Connection to the Hamburger Menu

Oreo has cleverly found a way to associate itself with a popular internet feature just as Google is getting rid of cookies. The hamburger menu, which has been in use since 1981, is named after its resemblance to a hamburger with three horizontal lines. While most people see a sandwich, Oreo sees two stacked cookies instead.

The website oreomenu.com has a special feature where consumers can easily access information by clicking on the three-bar menu icon. They can find sections like "About," "FAQ," "Products," and "More." If a consumer searches for a term that is not available, they can input it along with the URL where they found it and get a discount offer. This initiative is part of Oreo's "Stay Playful" campaign.

The Oreo Menu promo is a creative way to make people take notice of something they see every day and link it to a brand, just like how Doritos uses a similar tactic of turning the hamburger menu into an Oreo. This connection is encouraged through the use of coupons, which, although it involves an extra step, could motivate consumers to actually buy the product, benefiting both parties involved.

According to Jillian Durojaiye, director of shopper marketing at Mondelez International, the collaboration with VML and Kroger has transformed the usual online browsing experience into an exciting treasure hunt for cookie deals. This partnership demonstrates their commitment to constantly exploring new approaches in traditional shopper marketing strategies.

Mondelez has been increasing its marketing efforts for its Oreo brand recently. The brand returned to the Super Bowl broadcast after more than a decade with a commercial showing people, including Kris Jenner, making choices by twisting an Oreo. Additionally, the brand collaborated with Martha Stewart last year to enter the metaverse and launched a limited-edition "The Most Oreo Oreo," which included Oreo crumbs in the creme filling.

Editor's P/S:

The Oreo Menu activation is a clever and innovative way to engage consumers and promote the brand. By transforming the ubiquitous hamburger menu into two stacked Oreo cookies, Oreo has created a unique and memorable experience that aligns with its playful brand identity. The microsite and exclusive partnership with Kroger add an element of interactivity and value, encouraging consumers to actively participate in the promotion.

This activation also highlights Oreo's commitment to staying relevant and engaging in the digital age. By leveraging a common internet feature and partnering with a major retailer, Oreo has created a campaign that is both accessible and appealing to a wide audience. The use of influencer content and social media further amplifies the reach and impact of the activation, ensuring that it resonates with consumers across multiple channels.