DUBAI, UAE — Sandwich cookie brand 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 creative 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,” said Ilona Morozova, Marketing Manager, Biscuits at Mondelez International, MENA.
At the start of the Covid-19 pandemic, people confined to their homes often found solace in the cuddliest, furriest kind of companion. But two years later, pet abandonment is on the rise across the UAE as people get back to their normal routines and return to the office.
“In a country so heavily populated by expats, pet abandonment is a real issue as people often leave Dubai suddenly for new jobs and visa reasons,” said Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi. “When we heard that a lot of black-and-white pets named after the beloved OREO cookie were coming up for adoption, we were inspired to launch Oreo & Friends.”
“Oreo & Friends” builds on the brand’s existing positioning, Stay Playful, to “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,” explained 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 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,” said 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.
Brand: Mondelez International
Senior Director, Marketing, MENAP: Bassem AlbdulGhani
MENAP Consumer Experience Lead, AMEA: Krinio Christaras
E&I Marketing Excellence Director, MENAP: Lara B Abizeid
E&I Marketing Manager, Biscuits and Baked Snacks, MENA: Ilona Morozova
Senior Brand Manager E&I Biscuits & baked Snacks, MENA: Marian Matta
Brand Manager Chocolate & Bakery, MENAP: Sara Zorkot
E-commerce Manager, Gulf: Edom Noemi
Agency: Saatchi & Saatchi MEA
Production House: Prodigious MEA
Post Production House: Optix Dubai
Media: Spark Foundry MEA
Chief Creative Officer (CCO): Sebastien Boutebel
Executive Creative Director: Gautam Wadher
Creative Director: Alok Mohan
Associate Creative Director: Anika Marya
Senior Copywriter: Katie Handfelt
Art Director: Erick Canedo
Art Director: Namita Nair
Head of Saatchi & Saatchi UAE: Ramzi Sleiman
Chief Executive Officer at Prodigious ME: Sami Saleh
Chief Strategy Officer at Publicis Groupe: Tahaab Rais
Head of Strategy & Insights Strategic Planning: Mazher Abidi
Strategy & Insights Director: Rosina Casserly
Business Director – Karim El Kari
Associate Business Director – Hiam Baltaji
Senior Executive – Dayana Atanasova
Creative Services Manager – Cynthia Sarkis
Digital Delivery Manager: Biju Varughese
Content Director: Hussein Krayem
Photographer: Mahmoud Abdelfattah
Motion Designer: Lucas Fuse / Ahmed Aborady / Daniel Masilang
Studio Manager: Uthaman Chamandi
Digital Retoucher: Jessudas Manirajan / Jayan Subramanian