Oreo: The Playful Network

Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.

Campaign details

Agency: Digitas UK Client: Mondelez International Campaign Name: Oreo - The Playful Network

Oreo UK wanted to establish a playful tone of voice that would resonate with millennial consumers living with the consequences of Covid-19

Strategy

Looking at the way Brits responded to the pandemic gave the team cause to commission research into attitudes towards playfulness.