Oreo sets sights on lunchtime with snack packs

Kraft has unveiled a £1.3m advertising campaign for its Oreo snack pack range as it looks to capitalise on the lunchtime market.

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The snack packs, which launched last month, come in multipacks of ten and are designed to fit in lunchboxes.

A DraftFCB created TV advert using the strapline ‘Cheer up your lunch’ launches later this month and features a man trying to steal one of the biscuits from his daughter. It will be supported by print and outdoor activty.

The campaign is timed to coincide with the start of the school year. The launch of the Mini Snacks range marks the latest extension of the Oreo brand, which already includes Oreo, Oreo Double Stuff and Mini Oreo.

It is the latest in a flurry of marketing activity in the UK for the biscuit brand since its owner acquired Cadbury in 2010.

Earlier this year, Kraft launched what it claimed was the first worldwide campaign for Oreo, to celebrate the brand’s 100th anniversary. Worldwide sales of Oreo rose to more than $2bn (£1.3bn) last year, from $1bn (£626m) as recently as 2007.

Oreo will be a flagship brand of Mondelez, the new business to be formed next month when Kraft splits into two companies.

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