The Brief

Oreo introduced a new and improved recipe with more cocoa and less sugar. Their goal was to raise awareness of this change and drive product trials among their target audience of 18–35-year-olds in the UK.

The Solution

To achieve this, Slice Agency (formerly The Work Per) distributed 500,000 two-pack Oreo samples to 1,236 locations across the UK, targeting both universities and offices. Leveraging the snacking habits of office workers, the samples were strategically delivered as an afternoon sweet treat. This approach ensured Oreo reached their target audience at the ideal moment for maximum engagement and trial of the new recipe.

The Results

Awareness: 84% of participants were unaware of the recipe change before sampling.

Enjoyment: 93% enjoyed the new version, though many reported only a subtle difference in taste.

Recommendation: 86% said they would recommend the new recipe.

Shopping Insight: The questionnaire revealed Tesco as the leading retailer where participants purchase Oreo products.

This campaign successfully introduced Oreo’s improved recipe to their target demographic, driving trial, engagement, and actionable consumer insights.