Connected to moments of comfort and family fun, Oreo, a Mondelēz Brasil brand, wants to create eternal memories in the sweet cooking experience. And so, “Oreo Joking Recipes” was released on the brand’s YouTube channel. The new campaign brings the main and tastiest recipes that take the biscuit as the main ingredient gathered in one place.
The channel provides new videos every week during all months of the year, produced by a diverse team of creators specialized in recipes of the most varied types to be reproduced in family fun moments. Names like Diego Assalve (Father’s Recipes); Cristina Mesquita (Cris’ recipes); Maru and Jeru Tuzaki (Sisters Blog); Eduardo Reis (Boy Gifted); Lucas Souza (Poor in the Kitchen); TasteMade; Gabriel Freitas; Kah Moura; and Gabriel Bernandes (Downlicia); participate in the proposal.
Flavia Arruda, Cookies Manager at Mondelēz Brasil, owner of Oreo:
“Oreo Brincantes Recipes was born out of this need to make the brand’s interaction with the public even lighter and more fun. With the purpose of making delicious recipes reach more and more Brazilian homes, providing fun and connection with those you love. And with the unique flavor of Oreo, which is preferred by Brazilian consumers, each recipe is even more delicious and special.”
The channel has themed playlists that work with different types of recipes. For the choice of recipes, criteria such as price, age group and difficulty level were considered. And so, the structuring of the channel follows the same perspective for all playlists, in ascending order of each attribute, evidencing the versatility and infinite possibilities of Oreo in the kitchen, from the simplest, to the most elaborate recipes, for everyday life. family or when the table is full on a special occasion.
Joana Dambrós, Director of Strategy at Leo Burnett TM, explains:
“We are working on the brand’s playful positioning and reinforcing the connection between parents and children, in addition to making thousands of recipes available in a single channel and in an organized way, since YouTube is currently one of the main channels for searching and accessing recipes in Brazil. . Oreo Receitas Brincantes is connected to the entire social ecosystem of the brand, with the other networks working to promote the platform, and also includes Empathy at Scale in the design of the proposal, ensuring the personalization of messages for different types of audiences, interests and needs. . In addition to message customization, we have recipe customization, so everyone is inspired to cook with Oreo.”
The Oreo Recipes Playing action promises to bring families even closer to their consumers and ensure that cooking is a tasty experience and, above all, even more playful and fun. To further amplify the project, the agency prepared vignettes for open TV inviting the public to cook with the channel “Oreo Receitas Brincantes”, and an influencer plan on TikTok with Família Tardivo (@familiapessoatardivo); Fany Ramos (@fanyramosoficial); and Renato Augusto (@reeh_augusto) and on Instagram with Família Maoli (@familiamaoli); David Junior (@davidjunior); Quilombo Family (@familiaquilombo); and Lais Brito (@laisbritoc).
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