European bakery manufacturer Baker & Baker is launching a consumer competition and on-pack offer for its Oreo muffin and doughnut range across eight markets, as part of a move to increase brand awareness.
Baker & Baker operates an exclusive fresh bakery licensing partnership with Mondelēz to manufacture and distribute fresh bakery products within key European markets, including the prominent Milka, Oreo and Cadbury brands. More recent products that have been launched under this partnership include Cadbury cookies, which were released in June of this year.
The competition seeks to raise awareness and drive the trial of Oreo doughnuts and muffins within the fresh bakery market and build on the company’s reported uplifts in sales and brand engagement achieved via previous on-pack offers in Germany and Austria. Baker & Baker is now extending this successful competition format across other European markets to drive further engagement.
The on-pack products will be available throughout the other seven markets – Germany, Austria, France, Switzerland, Belgium, Netherlands and Luxembourg. UK consumers will be able to enter the competition, via social media ads and in-store media in Sainsbury’s, although no on-pack products will be sold via UK retailers.
Building on the concept of ‘Stay Playful’, the creative platform seeks to drive greater awareness with consumers about Oreo’s presence and availability in fresh bakery, via the tagline ‘Oreomg’ and connecting playful phrases such as ‘Wow’ and ‘OMG’ with the Oreo doughnut and consumer reactions to the product.
The on-pack competition runs until 31 March 2024, and consumers have the opportunity to win a range of entertainment prizes, including electronic devices and video games, with a total prize value of EU€35,000.
“The Oreo brand is now well established in fresh bakery and our high impact marketing campaign will seek to bring more consumers into the category,” said Nathalie Bewersdorff, EU Activation Director at Baker & Baker. “Our on-pack offers for Oreo have a strong track record in encouraging trial and purchase, and we believe there will be considerable consumer interest as we expand the promotion into new markets.”
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Caitlin Gittins
Editor, International Bakery
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