Oreo creates online 'lick race'

Draftfcb London has launched a digital campaign for Oreo, encouraging people to compete in a biscuit-dunking "lick off".

The campaign, ‘Double Stuff Oreo Lick Race’ focuses on interactive platform oreolickrace.co.uk, where participants are invited to upload their races and challenge others.

Awareness will be raised by an online advertising campaign fronted by quiz show host Stuart Hall.

Participants are encouraged to twist the Oreo biscuit and lick off the crème filling, before showing it to their opponent, dunk the biscuit, eat the Oreo and drink all the milk. The first one to finish the ritual, wins.

People are invited to upload their races to the site, where visitors can vote on their favourites. Those with the most votes will compete in a live final in August, when they can win a VIP family trip to Florida.

Daily and weekly prizes will also be up for grabs on the website.

For each video uploaded to the Lick Race website, Oreo will donate £1 to children’s UK charity KidsOut, dedicated to bringing fun and happiness into the lives of disadvantaged children.

The creative director on the ad was Alistair Ross, who also wrote and art directed the campaign.

Mark Fiddes, Draftfcb London executive creative director, said: "We’ve had a lot of fun with this and can’t wait for the lick races to start. The digital component we’ve created adds a new dimension to the way Oreo lovers can interact. It’s all part of sharing the Oreo experience and creating family connections."

Nicola Wilkinson, Oreo marketing manager, commented: "We’ve had an exciting few years with Draftfcb since we successfully introduced Oreo into the UK market in 2008, converting one in three households.

"Now we’re launching Double Stuff Oreo with our most integrated campaign yet. We’re looking forward to mobilising the nation and encouraging families from all over the country to participate at oreolickrace.co.uk."

Other agencies contributing to the campaign include PHD, handling media; Closer, handling experiential events,  and Billington Cartmell, handling on-pack promotion.