People have been associating Oreo with milk for more than 100 years, but a resurgence of fan creativity around enjoying the iconic cookie in new ways got the brand thinking: how else can we pique fans’ imaginations in social?
The answer: Oreo’s new “Snack Hacks” video series which embraces our cultural obsession with food remixing (the bringing together of classically popular food items to create deliciously unexpected synergies), and taps into the insight that Oreo fans are always looking for unique ways to enjoy their favorite cookie. The brand has hand-picked three creative food artists to invent Oreo-centric dishes that will change the way fans experience Oreo.
In a series of short videos launched on the Oreo YouTube channel, Michael Voltaggio (Ink restaurateur), Roy Choi (“L.A.’s Street Food King”) and up-and-comer Nguyen Tran (of Starry Kitchen fame) transform the cookie everyone loves into unexpected and easy-to-replicate food creations. Each chef’s Snack Hack is reflective of their style and personality, and stays true to the spirit of hacking food culture in that the recipes require little to no prep and are easy to make.
In addition to the video series, the Oreo Tumblr page will feature other clever and crazy hack ideas. Oreo is launching the campaign in partnership with 360i (digital agency of record) and production partner Decon, with Director Claire Cotteral.