OREO is helping its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region – K9 Friends and Yanni Animal Welfare. The campaign is inspired by the discovery that ‘Oreo’ is the 6th most popular name for black-and-white-colored pets, according to Rover.com.
“When we realized so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, Marketing Manager, Biscuits at Mondelez International, MENA.
“In a country with a substantial expatriate population, pet abandonment is a significant issue, as people frequently depart Dubai suddenly due to new jobs and visa-related reasons,” explains Sebastien Boutebel, Chief Creative Officer at Saatchi & Saatchi. “When we learned that numerous black-and-white pets named after the beloved OREO cookie were available for adoption, we were motivated to launch ‘Oreo & Friends’.”
‘Oreo & Friends’ builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.
“This initiative is playful and true to OREO’s spirit. But the intent is serious. Working directly with two pet rescues, we’ve made the pets who are up for adoption the stars of all our communication,” explains Gautam Wadher, Executive Creative Director, Saatchi & Saatchi Dubai.
OREO has also reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic OREO cookie. This limited-edition range is now selling on InstaShop. A QR code links to a microsite, www.bringhomeoreo.com, where people can browse for pets and even apply to adopt them.
“We have so many lovely adoptable dogs and we’re always looking for new ways to reach potential owners. It’s been amazing partnering with OREO to help animals find a home for life,” says Solange Bornand, Manager, K9 Friends.
OREO has pledged to change all social content from products to pets for the cause, raising awareness of how many adoptable animals there are in the region.
