• The New York Times, Tuesday, February 28, 2012 10:25 AM

In 1912, the National Biscuit Company launched Oreo sandwich cookies to a grocer in Hoboken, N.J., named S. C. Thuesen. The brand’s present owner, Kraft Foods, is readying a centennial celebration that looks ahead as well as back.

The commemoration takes the form of what Kraft Foods is calling the first worldwide campaign for Oreo that is fully integrated, including traditional and new media, stores, events, promotions and public relations. There is even a tangible, edible way for consumers to take part: a limited-edition variety called Birthday Cake Oreos.

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