Closer takes Oreo on three-month UK tour

Agency Closer has developed an experiential campaign for biscuit brand Oreo encouraging families to create their own personalised bakery treats at UK events throughout the summer.

Families snapped with 'Oreo pops' for experiential campaign
Families snapped with 'Oreo pops' for experiential campaign

Closer revealed the national campaign will include the Oreo Kitchen Playground, where consumers will have the opportunity to make and decorate their own 'Oreo pops'.

Individuals will then be able to have photographs taken with their creations, which will be uploaded to their own Facebook pages via a dedicated Oreo Poptrait Gallery. At the end of the summer, the creator of the best Oreo pop will have the chance to feature in national newspaper The Sun.

Brand ambassadors will be on-hand as part of the three-month nationwide tour, which will visit shopping centres in Newcastle, Manchester, Nottingham and Birmingham.

Aimee Okafor, business director at Closer, said: "This campaign is a great example of how we have used our experiential approach to build a deeper connection with consumers transforming our initial engagement into an ongoing relationship with the Oreo brand."

The Oreo Kitchen Playground will also be touring a number of family-focused festivals throughout the summer. This will include the Royal Bath and West Show between 29 May and 1 June; the Three Counties Show on 14-16 June; the Danson Festival on 6-7 July; and the Kent County Show from 12-14 July.

Other events where Oreo’s experiential campaign will feature include the Sunderland Air Show on 27 and 28 July; the New Forest and Hampshire Show on 30 July-1 August; and the Bristol International Air Show in August.

Jorgelina Melano, Oreo brand manager, said: "This activity will give parents and children the chance to engage with Oreo in a new, involving way which brings families together and then enables them to share the fun through social media."

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