OREO Walks

OREO takes its signature playfulness out of the aisle and onto the pavement.

"OREO Walks" is VML's award-winning creative commerce idea for OREO that transforms crosswalks outside select Kroger stores into irresistible offers, cleverly designed to intercept shoppers before they even pick up a basket. Extending OREO’s playful push to encourage consumers to find OREO’s in plain sight, the campaign is a bold, beautifully crafted moment of commerce that happens at the exact point where intent is still forming.

We know shoppers don’t always head to the cookie aisle, so we brought OREO Cookies to them, right at the entrance. It’s a great reminder that creativity doesn’t just build awareness, it drives purchase.

Carly Kerlakian

Director of Omnichannel Activation, Mondelēz International

Shoppers don’t always head to the cookie aisle. OREO needed a bold idea that would intercept them before they made their way through the store, reminding them of the brand and nudging impulse purchase at the exact point where intent was still forming.

Extending OREO’s playful push to encourage consumers to find OREO’s in plain sight, the campaign sought to convert everyday foot traffic into impulse-driven purchases.

In Cincinnati and Columbus, crosswalks outside select Kroger stores were transformed into OREO stacks. Illustrated faces appeared to munch on the cookies, blending minimalistic character art with the black-and-white crosswalk lines. Shoppers were invited to scan a QR code on the pavement or visit oreo.com/oreowalks to unlock a special in-store offer. By placing the experience outside the store, OREO shifted from being a product on a shelf to a visual and behavioral cue that primes purchase.