Starting today, Oreo is sending pint-sized parcels bearing Oreo Minis to all of the residents of one small town in each of the 50 states.
In addition, each weekday now through Aug. 22, the brand is offering 500 fans — on a first-come, first served basis -- the ability to send a free Mini delivery to someone special, through OreoMiniDelivery.com.
All of the 2-inch square parcels contain a single Oreo Mini cookie and a note. Consumers who manage to beat the online crowd (the 500 daily package opportunities are being snapped up fast) can send a customized message with the cookie.
Oreo said the promotion is in part designed to celebrate unique, often-overlooked aspects of small towns. Examples include Marble, Colo. (estimated population 131), where the marble for the Lincoln Memorial was quarried, and Greigsville, N.Y. (estimated population 209), where there have been reports of Sasquatch sightings.
"Oreo Mini Deliveries are our way of saying a little thanks to the people and places who help put a little bit of wonder into the big world every day," said Janda Lukin, senior director, Oreo at Mondelez International.
The Mini deliveries promotion is part of a broader marketing campaign for Minis launched earlier this summer. The Mini packages are supposedly being mailed from Mel's Mini Mini Mart, a fictional store featured in a nearly two-minute video released by Oreo on June 23. The video, reminiscent of a Dr. Seuss story, has generated more than 1.3 million views on YouTube to date. In addition to online exposure, it's being shown in cinemas.
The campaign also includes new TV creative ("Big Wonder") from the Martin Agency, with a brand song performed by Chromeo. Also posted on YouTube on June 23, that video is currently showing nearly 2.6 million views.
The brand also introduced updated packaging and a new flavor, Oreo Mini Reese's Peanut Butter Creme.