#United States #New York #Kroger #OREO #VML

VML and OREO's Fun New Campaign: 'OREO Walks'

In a delightful innovation for cookie lovers, VML has partnered with OREO to launch a unique initiative called 'OREO Walks.' This creative commerce idea takes OREO's playful essence beyond grocery store aisles and directly into the streets, providing a fresh way to engage potential customers right at the entry of select Kroger stores.

An Interactive and Creative Approach

The campaign is ingeniously designed to capture the attention of passersby as they approach the stores in cities like Cincinnati and Columbus. The crosswalks outside these locations have been transformed into eye-catching visual installations featuring whimsical illustrations of characters seemingly enjoying stacks of OREO cookies. This clever use of minimalistic art intertwines with the actual black-and-white lines of the crosswalk, creating an optical illusion that showcases OREO's product in a fun and relatable way.

What makes this campaign stand out is its ability to intersect with consumer behavior seamlessly. As shoppers draw near to the entrance of Kroger stores, they are prompted to engage further. By scanning a QR code embedded in the design or visiting the website oreo.com/oreowalks, consumers can unlock special OREO offers that can be redeemed inside the store. This strategy effectively taps into spontaneous purchasing behavior, targeting customers who may not have intended to visit the cookie aisle at all.

Driving Foot Traffic into Stores

Carly Kerlakian, the Director of Omnichannel Activation at Mondelēz International, emphasizes the effectiveness of this strategy: “We know shoppers don't always head to the cookie aisle, so we brought OREO Cookies to them, right at the entrance. It's a great reminder that creativity doesn't just build awareness; it drives purchase.” This approach not only raises brand visibility but also encourages actual purchases by changing the landscape of where and how customers encounter the product.

The charm of the illustrations cannot be overlooked. They are the result of four years of consistent branding evolution for OREO, showcasing a disciplined yet playful graphic style that stays true to the brand's iconic identity. The craftsmanship of the design is a standout feature, elevating what could be a simple marketing tactic into an artful installation that delights customers while enhancing their shopping experience.

Empowering Creativity in Commerce

The 'OREO Walks' campaign is a testament to how innovative marketing can blend seamlessly into everyday life. This idea signifies that effective creative commerce doesn't have to be intrusive. Instead, it can subtly encourage behavior change at the perfect moment, just when consumers are on the brink of making a decision. By transforming a crosswalk into a striking visual treat and a trigger for potential purchases, VML and OREO have devised a campaign that is at once joyful, strategic, and unmissable.

Locations Participating in the OREO Walks

The campaign has taken place at various Kroger locations in Ohio, including:

• - Cincinnati:

- Hyde Park: 3760 Paxton Ave, Cincinnati, OH 45209
- Harpers Point: 11390 Montgomery Rd, Cincinnati, OH 45249

• - Columbus:

- Plain City: 12116 Sycamore Trace, Plain City, OH 43064
- Other participating stores include Mason and Maineville.

As shoppers indulge in the charm and creativity surrounding them, 'OREO Walks' cleverly turns pedestrian pathways into engaging marketing channels, reminding us all that shopping can be a delightful and unexpected journey.