Mondelez International wants to encourage incremental purchase occasions for Oreo cookies by offering discounts on milk and Oreos to people who scan barcodes on milk cartons.
It’s an initiative limited to 188 Albertsons, Jewel-Osco and Safeway stores in Illinois, Indiana and Iowa involving custom-built technology and spearheaded by the VMLY&R Commerce agency.
Once shoppers scan the barcode on any brand of milk either in-store or at home, they are shown clickable icons for the three participating retailers and are guided to choose the store where they can redeem their coupon.
“When a consumer clicks on the retailer logo, they are taken to the coupon landing page of that retailer where they can ‘clip’ their Just 4 U coupon to use on their next purchase of Oreo cookies and milk,” a brand rep tells Marketing Daily.
The campaign is being supported by an influencer strategy educating consumers how to scan their milk carton to unlock savings, along with out-of-home placements within a half-mile radius of the stores
It’s designed to “push the boundaries of creativity at retail,” Mondelez head of shopper marketing and strategic partnerships Steve McGowan said in a news release.
Last year, Oreo used on-package QR codes that could be scanned for contest entries as part of the brand’s 110th birthday.