Welcome to the OREO Menu — a digital innovation that transforms the three-bar website menu into a playful OREO-branded experience. Developed by VML Advertising Agency, this creative activation turns routine website visits into engaging brand interactions. Every digital menu becomes a virtual OREO wonderland, seamlessly blending brand recognition with user experience.
Despite OREO’s 99% brand awareness in the U.S., cookie sales at Kroger had declined, signaling the need for a fresh strategy to boost both online and in-store purchases. E-commerce remained a key growth area in 2024, making digital engagement essential for increasing sales.
Traditional digital ad campaigns require significant investment, yet many face challenges such as ad fatigue and blockers. To stand out, VML Advertising Agency needed an innovative approach that aligned with OREO’s playful identity while delivering measurable sales impact.
OREO’s brand ethos, “Stay Playful,” inspired VML Advertising Agency to find a hidden opportunity in everyday digital interactions. The team identified the widely recognized hamburger menu icon as an untapped branding space.
A Google study of over four million mobile web pages revealed that the hamburger menu was the second most-used navigation icon, with users spending an average of 6.44 seconds on main navigation. VML Advertising Agency saw what no one else had—these stacked lines resembled an OREO Cookie. The challenge was to make consumers see it too, rewarding them with exclusive OREO offers along the way.
VML Advertising Agency transformed every three-bar menu into an OREO Menu, seamlessly integrating it across websites and apps. When users clicked the icon, they discovered customized tab names leading to exclusive OREO promotions at oreomenu.com.
This activation required no website partnerships, infrastructure changes, or user experience modifications. Instead, it leveraged existing digital spaces to make OREO a part of everyday browsing, turning a simple icon into a branded engagement tool.
Growth & Results
We turned a routine browsing experience into a fun treasure hunt for cookie deals. This collaboration pushes the boundaries of traditional shopper marketing. — Jillian Durojaiye, Director of Shopper Marketing, Mondelez International
At a Glance
1M+
promo codes redeemed in the first week
At a Glance
+17%
conversion rate increase
At a Glance
+4%
direct sales lift
This campaign showcases the power of digital branding, user experience innovation, and creative engagement—proving that even the smallest details in web design can drive brand interaction and sales.
