Oreo - Cheer up your lunch box - (2012)

Draftfcb in London has launched a new print, outdoor and TV campaign to promote the new Oreo Snack Packs, with two-biscuit portion packs that are ideal for lunchboxes*.

“The Snack Packs are a simple way for mothers to bring a moment of fun to their loved ones even when they’re not around,” said Toby Bevans, senior brand manager for Oreo UK.

The TV campaign develops the family scenarios first seen at the beginning of the year. As the central character attempts to pilfer one of his child’s prized Oreo biscuits, she rebukes him with the fact that the two biscuits cannot be shared or separated as they are best friends.

“Pixie Davies continues to charm in the ongoing father and daughter Oreo saga. Even though Oreo is now conveniently available in the two-biscuit Snack Packs, Dad is still having difficulty getting his hands on one,” stated Draftfcb in London’s Head of Creative Alistair Ross.

The press and outdoor ads feature a smiling lunchbox happy to welcome Oreo Snack Packs that will, “Cheer up your lunch.” The simple visual and cheerful tone is aimed at mums who want to make their family’s lunch more playful.

The work will run throughout September to coincide with the start of the school year and marks further extension of the Oreo line, which includes Oreo, Oreo Double Stuff and Mini Oreo. Oreo Snack Packs are available in Original and Chocolate Crème flavours in multipacks of ten.

Project name: Oreo Lunchbox

Client: Toby Bevans, Senior brand Manager, Oreo UK

Creative agency: Draftfcb

Creative Director: Alistair Ross

Copywriter: James White (Press & OOH)

Art director: Henry Finnegan (Press & OOH)

Planner: Shula Sinclair

Media agency: PHD

Media planner: Jonathan Greenfield

Production company: Bare Films (TVC)

Director: Bruno Chiche (TVC)

Post-production: Nice Biscuits (TVC)

Audio post-production: ClearCut (TVC)

Producer: Louisa Moxley