Our Ad of the Week is the Oreo Snack Hacks campaign, which sees the cookie brand invite three LA chefs to use the biscuits to make new, unexpected snacks – some that look pretty disgusting, others surprisingly tasty…
Snack Hacks is the latest in a series of interesting ad campaigns from Oreo over the last couple of years, all of which have made great use of digital media. This campaign lives on Oreo’s Tumblr page (which is itself a thing of beauty) and consists of three short documentary-style films featuring chefs Rob Choi, Michael Voltaggio and Nguyen Tran.
A lot of brands have been making short documentaries of late. Too many, some might say. When done badly, they are boring, or, worse, self-aggrandising and smug. Done well though, as Oreo has here, they can serve as excellent pieces of promotion.
The trick to success lies in being both interesting and authentic. These shorts don’t hide the fact that they are about promoting Oreo, but when the chefs discuss their memories of the cookies growing up, it feels like they have genuine warmth for the brand.
Plus the hacks themselves feel real. The chefs were given restrictions – the recipes could have no more than four steps – but otherwise were left to come up with their own ideas. The results are varied, but maybe that’s down to personal taste – to me, Choi’s Oreo-encrusted chicken strips actually look pretty delicious, whereas Tran’s Oreo-and-cherry-soda bread pudding left me cold. But opinions on the food aside, the fact that I watched the films all the way through and have a view on the recipes is proof that the campaign has worked.
The public are also invited to submit their own Oreo Snack Hacks ideas, with Oreo posting its favourites on the Tumblr site. And the recipes for the three chefs’ Snack Hacks are all available online too. Here’s Choi’s chicken one to get you started:
Oreo Midnight Hack by Rob Choi
2 Boneless, skinless chicken breasts (1⁄4 inch thickness; about 1.5 lb.)
1 Cup (15 cookies) Golden Oreo cookies, wafers only
1 Cup all-purpose flour
2 Eggs, lightly beaten, with 1 tbsp of water added
1 Cup panko breadcrumbs
1 Cup chopped Italian flat-leaf parsley
Kosher salt, fresh ground pepper
Vegetable oil for frying (about 2 Cups)
1. Pulse cookies (wafer only) until fine
2. Mix cookie crumbs, panko and parsley in plastic bag. Season with salt and pepper
3. Coat chicken cutlets in flour and dip in beaten eggs
4. Add cutlets to cookie/breadcrumb mix and coat well
5. Heat oil in frying pan and fry breaded cutlets until cooked through (about 4 minutes per side).