OREO is helping its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region – K9 Friends and Yanni Animal Welfare.
The campaign is inspired by the discovery that ‘Oreo’ is the 6th most popular name for black-and-white-colored pets, according to Rover.com.
“When we realized so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, Marketing Manager, Biscuits at Mondelez International, MENA.
OREO has also reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic OREO cookie. This limited-edition range is now selling on InstaShop, and is being promoted online and across social channels. A QR code on each packet links to a microsite, www.bringhomeoreo.com, where people can browse for pets and even apply to adopt them.
“In a country so heavily populated by expats, pet abandonment is a real issue as people often leave Dubai suddenly for new jobs and visa reasons,” says Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi. “When we heard that a lot of black-and-white pets named after the beloved OREO cookie were coming up for adoption, we were inspired to launch ‘Oreo & Friends’.”
‘Oreo & Friends’ builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.
Watch ‘Oreo The Cat’
Watch Oreo The Dog
Brand: Mondelez International
Agency: Saatchi & Saatchi MEA
Production House: Prodigious MEA
Post Production House: Optix Dubai
Media: Spark Foundry MEA
Chief Creative Officer (CCO): Sebastien Boutebel
Executive Creative Director: Gautam Wadher
Creative Director: Alok Mohan
Associate Creative Director: Anika Marya
Senior Copywriter: Katie Handfelt
Art Director: Erick Canedo
Art Director: Namita Nair
Head of Saatchi & Saatchi UAE: Ramzi Sleiman
Chief Executive Officer at Prodigious ME: Sami Saleh
Chief Strategy Officer at Publicis Groupe: Tahaab Rais
Head of Strategy & Insights Strategic Planning: Mazher Abidi
Strategy & Insights Director: Rosina Casserly
Business Director – Karim El Kari
Associate Business Director – Hiam Baltaji
Senior Executive – Dayana Atanasova
Creative Services Manager – Cynthia Sarkis
Digital Delivery Manager: Biju Varughese
Content Director: Hussein Krayem
Photographer: Mahmoud Abdelfattah
Motion Designer: Lucas Fuse / Ahmed Aborady / Daniel Masilang
Studio Manager: Uthaman Chamandi
Digital Retoucher: Jessudas Manirajan / Jayan Subramanian