Mondelēz International has launched a new limited-edition Oreo Creme Egg cookie variant ahead of Easter.

The new flavour, which is being launched with a lighthearted campaign from Saatchi & Saatchi, has been heralded as the ‘nepo cookie’ that’s born of two icons. 

You don’t need to utter the words Brooklyn Beckham to understand just how obsessed British culture is with celebrities. This enthusiasm is the creative spark for the campaign, which is rooted in the idea that with such ‘famous parents’ in iconic brands Oreo and Creme Egg, the Creme Egg Cookie is the nepo-baby of the confectionery world. The campaign cheekily plays on all the familiar tropes of the world’s best loved celebrity offspring.

The integrated campaign, which will run across the UK and Ireland in the run up to Easter, will include outdoor, social and radio activations. 

Outdoor executions, which will include placement on the iconic Piccadilly Lights, will feature straplines such as ‘My parents got me this billboard’, ‘I didn’t climb to the top shelf, I was placed on it’ and ‘Even my crumbs have connections’.   

Media planning and buying was handled by Publicis PoP30. 

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, explains: “There’s few things UK culture gobbles up quicker than a nepo-baby… unless it’s, well, a cookie? When an iconic biscuit brand has a whirlwind romance with a British Easter favourite, you get a born icon. This work is playful to its creamy core - it’s a homage to the public privilege we love to hate, it’s a biscuit playing in a world of chocolate at Easter.” 

Raphael Capitani, Senior Brand Manager at Oreo, added: “When you’re working with brands as iconic as Oreo and Creme Egg, the creative and the places it shows up need to follow suit. The Oreo Creme Egg Cookie deserves some special treatment and this campaign is fun, smart and culturally resonant.”