US: Kraft gives UK push to Oreo
By: just-food.com | 17 March 2008
US food giant Kraft Foods is spending GBP4.5m (US$9m) on a media campaign to push its most popular biscuit brand Oreo in the UK.
A four-week TV ad campaign which started this month will be followed by two weeks of outdoor advertising on UK high streets and buses, as well as advertisements in consumer magazines.
"Oreo biscuits are an international success story," said Dave McNulty, convenience sales director at Kraft Foods. "Since they were launched in the US, back in 1912, they have grown to annual worldwide sales of over $1billion. They're already a consumer favourite globally and increasing awareness of Oreo in the UK should really drive sales for convenience retailers."
The TV ad features a young boy explaining to his dog how he eats his favourite biscuit. All communication is founded on the 'Twist, Lick and Dunk' eating experience with which the product is synonymous.
Sectors: Bakery, Confectionery, NPD & innovation, Snacks
Companies: Oreo, Kraft Foods
View next/previous articles
17 Mar 2008 -
Currently reading -
US: Kraft gives UK push to Oreo
17 Mar 2008 -
17 Mar 2008 -
There are currently 4 comments on this article
Unfortunately, novelty is by definition short-lived. And kids are especially fickle.
Anyone remember the Cresta foamy soft drink from the 1970's? A big hit at the time with the much-loved ad featuring the 'cool' polar bear: "It's frothy, man!" But it died a death becasue the product wasn't that good and the habit didn't stick. That's what I meant with the Oreos: a sub-optimal product (highlighted by Rich796) and the US-specific 'dunking in cold milk' habit.
We'll see in a year's time...
TheFoodAnalyst.com said at 4:28 pm, September 15, 2008
Reply to this comment