Oreo Creme Egg Cookie channels the spoilt nepo-baby

Mondelēz International is launching a major push behind its new limited-edition Oreo Creme Egg Cookie, hailing the brand as the nepo-baby of the confectionery world.

“Born of Two Icons” has been devised by Saatchi & Saatchi and plays on all the familiar tropes of the world’s best loved celebrity offspring. It kicks off with a suite of tongue-in-cheek OOH executions under the strapline “Wait, where’s the VIP lane?” which will run across the UK and Ireland.

Motion DOOH, which includes placement on Piccadilly Lights, confesses “My parents got me this billboard”, while other executions closer to point of sale make similar admissions: “I didn’t climb to the top shelf, I was placed on it” and “Even my crumbs have connections”.

The campaign will also play out across social and radio until Easter, spanning linear radio and digital audio, including bespoke podcast partnerships. Media planning and buying has been handled by Publicis PoP30.

Oreo senior brand manager Raphael Capitani said: “When you’re working with brands as iconic as Oreo and Creme Egg, the creative and the places it shows up need to follow suit. The Oreo Creme Egg Cookie deserves some special treatment and this campaign is fun, smart and culturally resonant.”

Saatchi & Saatchi chief creative officer Franki Goodwin added: “There’s few things UK culture gobbles up quicker than a nepo-baby, unless it’s, well, a cookie? When an iconic biscuit brand has a whirlwind romance with a British Easter favourite, you get a born icon. This work is playful to its creamy core – it’s a homage to the public privilege we love to hate, it’s a biscuit playing in a world of chocolate at Easter.”