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Oreo asks fans to choose their favorite: cookie or creme?

BY Jason Owen

EAST HANOVER, N.J. — Following a global celebration of its 100th birthday, Oreo launched its latest marketing campaign "Cookie vs. Creme," during America’s biggest football game.

The premiere of Oreo "Whisper Fight," which is the brand’s first time advertising during the Super Bowl, kicked off a two-month program that focuses on the long-standing disagreement dividing Oreo fans — which part of an Oreo is the best, the cookie or the creme?

"Coming off our incredible 100th birthday celebration, we are thrilled to be showcasing the iconic Oreo brand on this national stage," said Lisa Mann, Vice President, Cookies, Mondelez International. "We knew we wanted to kick off the next 100 years for Oreo in a big way, and what better way than by bringing the long-standing disagreement of cookie versus creme to one of America’s biggest television events."

The 30-second TV spot depicts a passionate disagreement of "Cookie vs. Creme" by two men seated in a quiet library. The conversation escalates into a heated scuffle, culminating in pandemonium. In addition to "Whisper Fight," a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency, Wieden + Kennedy.

Throughout the campaign, Oreo will continue to engage consumers in the Cookie vs. Creme disagreement through a number of digital activations, beginning with "#cookiethis/#cremethis" during the Super Bowl. Oreo is asking its fans to check out the new Oreo Instagram profile and hashtag a photo they love with #cookiethis or #cremethis. Over the course of a three-day period, Oreo will select a number of photo submissions and work with a team of artists to create sculptures using the fan’s favorite part of an Oreo, the cookie or the creme. The sculpture creations will be photographed and uploaded to Instagram for fans to see and share.

The campaign will be supported by owned media, digital and mobile ads, search, public relations and in-store point of sale. Starting Monday, February 4, consumers can also get involved in the "Cookie vs. Creme" conversation at select retailers across the country through a number of promotions, including texting cookie or creme to 63065 for a chance to win $100,000.

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Wonderful Pistachios get heart-healthy mark

BY Alaric DeArment

LOS ANGELES — A brand of pistachios will carry the American Heart Association’s Heart-Check mark, the company that markets it said.

Paramount Farms said Monday that its Wonderful Pistachios Lightly Salted and No Salt packages would carry the AHA’s mark, indicating that it’s a heart-healthy product. The AHA created the mark in 1995.

"Having nuts officially included in AHA’s Heart-Check program means it’ll be that much easier for people to find heart-smart snacks," Paramount Farms senior nutrition communications manager Maggie Moon said. "This is especially relevant today because Americans are snacking more than ever, often using snacks as a way to boost the overall nutrition they get for the day."

Temple University Center for Obesity Research and Education director Gary Foster said almost 90% of the fat found in pistachios is the healthy, unsaturated kind. "Compare in-shell pistachios to other popular snack foods like packaged cookies or nachos, which can be high in both saturated and trans fats, and the choice for healthy snacking is clear."

 

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Unilever completes sale of Skippy brand to Hormel in most markets

BY Alaric DeArment

ENGLEWOOD CLIFFS, N.J. — Unilever has mostly completed its sale of the Skippy peanut butter brand to Hormel Foods, the company said Friday.

The conglomerate said it had completed the $700 million sale of the global business, except for China, where it remains subject to regulatory approval and is expected to close later this year.

The two companies announced the deal on Jan. 3, including the brand’s trademarks and two factories, in the United States and China.


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