This Halloween, OREO turned cookies into “Snack-O-Lanterns,” creating a new family-friendly tradition that brought parents back to the cookie aisle and made OREO the centerpiece of spooky celebrations all October long.

OREO HALLOWEEN

October is historically a low sales month for cookies, with most sweet consumption focused on Halloween candy. OREO needed to break through candy’s dominance and attract parents back to the cookie aisle by making OREO relevant for Halloween in a way that would drive incremental purchases.

Parents crave shared moments of togetherness during Halloween but often find traditional pumpkin carving messy, unsafe for kids, and stressful. By reimagining this ritual as a fun, easy, and repeatable activity using OREO cookies, we could offer families a creative and mess-free alternative.

Leverage the classic OREO eating ritual to create a new Halloween tradition: “Snack-O-Lanterns.” Families could carve OREO cookies into festive designs, sparking creativity and inspiring multiple purchases throughout the month-long countdown to Halloween.

  • Sales Growth: Exceeded goals with +7.7% dollar sales growth (vs. goal of +5%) and +4.5% unit sales growth (vs. goal of +2%), significantly outpacing category growth of +2.8%.
  • Buyer Growth: Reversed prior year declines, achieving +2.8% buyer growth (vs. -2.1% in 2022).
  • Category Impact: Contributed to +2.8% growth in the overall cookie category.
  • Engagement Success:
    • Influencer content drove a 27.69% sales lift (benchmark: 3–8%).
    • High-impact digital ads achieved a 2.96% engagement rate (benchmark: 2%).
  • In-Store Activation: In-store demos exceeded expectations, driving 29,234 units sold (goal: 20,000).

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