Despite OREO's 99% brand awareness in the U.S., OREO Cookie sales at Kroger had declined, prompting the need for a unique strategy to boost both online and in-store sales. Ecommerce was a key growth space for the brand and retailer in 2024 so we knew a digital based platform would drive the highest engagement and sales.

Central to any e-commerce strategy is digital ad spend, representing millions annually for OREO. Digital media's competitiveness needed us to bring an innovative approach to capture attention and overcome obstacles like ad blockers.

We needed to develop an out-of-the-box digital platform that complimented the brand identity of staying playful.

We realized there was already an OREO in every website and app, living rent-free, hidden in plain sight. The 3-bar drop down menu, erroneously known as a "hamburger menu"

So we set out to correct a wrong, turning every menu on the internet into OREOS.

We made every 3-bar drop down menu an OREO Menu.

Whenever people saw it on screen, they could click or tap to expand it, and use any of the tab/category names displayed below as promo codes for OREO cookie offers at oreomenu.com

Without having to partner with any brand or affect any website backend, UX or UI, we made menu's across hundreds of millions of website and apps an OREO cookie offer repository.

From milk brands, to retailers, and even restaurants, we hacked the digital shelf, turning website hamburger menu icons into OREO Cookies.

In a study of more than 4 million mobile website pages, Google found that the hamburger menu button was the second most common type of menu icon, behind only the home icon. Additionally, it was discovered that, on average, website users spend about 6.44 seconds looking at the main navigation menu on a site.

Which led to our insight: Despite this widespread prevalence, it’s not something majority of consumers think about in extensive detail.

Key message: There’s an OREO Cookie hidden in plain sight across hundreds of millions of websites and apps navigational menus.

Our audience for this PR effort: Impulsive Kroger cookie shoppers who enjoy wandering the store for their next favourite item (175ix). Who thrive on being part of the conversation (142ix) which makes them perfect for amplification of the newest age-old question – Hamburger or Cookie?

PR strategy included outreach to a variety of trade publications.

At oreomenu.com people could enter any category tab name from any website menu on the internet as promo codes for OREO Cookies, without having to do any partnership or change any backend of a single page.

With rigorous secondary research, we compiled a list of 800+ top-engaged-with category names that could be recognized.

Knowing the internet is massive and new websites are created every minute, our fail safe was having URL verification if someone entered a code that we didn’t recognize.

To launch OREO menu we went social against burgers (playfully), through social content, micro-influencers and strategic PR media placements we sparked the debate. From there, we leveraged targeted digital out of home animated media alongside offsite digital media to further our reach.

Pretty soon people starting seeing OREO Menus all across the internet.

BY MAKING PEOPLE THINK OF OREO EVERY TIME THEY SEE A 3-BAR MENU WE ARE

TURNING EVERY 3-BAR MENU INTO A STORE:

Promocodes Redeemed +1MM

in the first week.

Conversion Rate: +17%,

Double the benchmark for the cookie category.

+4% Sales Lift vs prior year

(Double the category benchmark)

In a declining cookie category

OREO share grew +7.8% vs prior year

AND TURNING EVERY WEBSITE VISIT INTO COUNTLESS MEDIA IMPRESSIONS:

There are about 1.09 billion websites and over 4.6 billion internet users globally in 2024, roughly generating 14.4 billion website visits per day. In a study of more than 4 million mobile website pages, Google found that the 3-bar menu was the most common type of navigation icon,

on average, website users spend about 6.44 seconds looking at it.

How many OREOS have you seen today?