Oreo craves change, turns internet’s ‘hamburger menu’ into ‘The Oreo Menu’
Once you see it, you’ll never look at the three-bar menu icon the same way again. In a new e-commerce campaign, Oreo embarks on a sweet takeover of the ubiquitous ‘hamburger menu.’
Every internet user has encountered it before – the ‘hamburger menu’ – the three-bar navigation icon on mobile and desktop websites. It’s clean, it’s simple and it has been a staple of the world wide web since 1981.
But Oreo, the beloved biscuit brand, wants web surfers to see something else. The brand proposes that the menu more closely resemble a stack of Oreo cookies instead.
Enter ‘The Oreo Menu,’ a new campaign from the Mondelez International-owned brand that aims to change the way consumers see this universal icon for good, plus a gamified couponing component.
To enforce its claim that every single three-bar menu icon on the internet is an Oreo cookie stack, the brand has allowed people all over the US to turn Oreo Menus into promo codes for cookie offers at OreoMenu.com.
To participate, go to OreoMenu.com, enter the “promo code” (aka the word you’ve seen listed within a web menu you’ve come across, like ‘About), type it in and get your reward at any local Kroger store. Plus, if you find a promo code the brand has not thought of, just enter in the URL where it came from, and you can still save.
Jillian Durojaiye, director of shopper marketing at Mondelez International, commented: “We have turned a regular online surfing experience into a fun treasure hunt for deals on cookies, thanks to our partnership with VML and Kroger. This collaboration shows our commitment to continually pushing the boundaries of traditional shopper marketing strategies.”
The creative agency VML partnered with Oreo to bring this campaign to life.
“While this is the ultimate creative retail media execution, it’s also a way for Mondelez to hack the digital,” said Manuel Borde, VML’s global chief creative officer, commerce. “E-commerce still depends almost entirely on banner ads, translating into millions of dollars on media spend for CPG players like Mondelez fighting for shopper attention and against ad blockers. But the thing is, Oreos have always been there, across hundreds of millions of websites and interactions. The only problem? People call this menu a hamburger. So, we decided to call it what it is: ‘The Oreo Menu.’”
Influencer organic content, digital and social will amplify the work.
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