• by Sarah Mahoney , Yesterday

Mondelez hopes that a short walk into Kroger can spark a cookie craving, with a brand takeover that transforms the familiar black-and-white snack into a pedestrian crosswalk.

The crosswalks, placed in cities like Cincinnati and Columbus, lead shoppers toward Kroger stores. As they approach, they see a series of illustrated faces munching on a stack of Oreos. The activations combine minimalist characters with black-and-white lines in the stores’ actual crosswalks. From the side, the art resembles a towering row of Oreos.

Shoppers can also scan a QR code—painted on the pavement—to unlock special offers once inside the supermarket.

"We know shoppers don't always head to the cookie aisle, so we brought Oreo Cookies to them, right at the entrance,” says Carly Kerlakian, director of omnichannel activation at Mondelez, in a press release. “It's a great reminder that creativity doesn't just build awareness, it drives purchase."

While Oreo remains America’s best-selling cookie, the pedestrian push comes as the company grapples with declining sales, as consumers look to cut grocery bills, make healthier choices, or explore alternatives.

In its most recent quarterly results, Mondelez reported a 3.4% decline in North America revenue, with consumption particularly soft in food and mass channels—especially in cookie sales. “Value-seeking consumers are shifting to lower price points, bulk buying and multipacks amid lingering concerns about a broader economic slowdown,” the company said in prepared remarks for investors.

“As a result, growth in the biscuits category remains soft—particularly in crackers—but penetration and basket size are showing signs of recovery.”

The company says it is maintaining share by continuing to invest in price-pack architecture, including smaller “hold fresh” packs at lower prices, and in alternate sales channels.