Is the “Snack Hack” a Smart Marketing Move for Oreo?

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Yum. There’s not much out there better than an Oreo cookie. Actually, I’m trying hard not to drool on my computer while daydreaming about twisting the two chocolate cookies apart. Chocolate yumminess. Why the sudden chocolate diversion? Well, I’ve come across a YouTube mini-series profiling LA celebrity chefs tasked with creating new snacks using…yep, you got it, Oreo cookies. This is a part of online business marketing

What is this cookie thing all about?

This promotional mini-series is based on the before-mentioned challenge issued by “Snack Hacks“. Yes, a strange name, but it’s quite suiting-and catchy. Consider what the word hack means. Combine that image with the chocolaty goodness of Oreo and walla! Now we have creative new snacks created with Oreo cookies.

Who are the principal players?

Typically, actors and musicians excite the average person. However, I’m a serious foodie, so it’s the professional chef who fascinates me. The chefs of this adventure are celebs Michael Voltaggio of the Ink Restaurant, Roy Choi of the Kogi Food Truck empire and the innovative Nguyen Tran of Starry Kitchen.

Professional chefs intrigue me because I can’t help but see the artist inside each one–creating art with food. These chefs did not disappoint. Although I’m not sure about Voltaggio’s lemon Oreo shandy. The thought of lemon-flavoured cookies ground up in beer, just isn’t my cup of tea. Nevertheless, that’s just me. Besides the shandy, chef Voltaggio also created tortilla chips with Oreos and served them with strawberry salsa. That, I’m ready to try. Chef Tran created a delicious looking Oreo-and-cherry-soda bread pudding. In one word-yum.

The most attractive dish, in my opinion, was Choi’s Oreo-crusted chicken tenders. I took his idea and recreated it at home. It was an instant favourite. It was so easy and delicious.

Will it sell cookies?

With the hip, entertaining appearance of the videos, the charismatic chefs and the delicious-looking food, it’s easy to forget that these are basically commercials for Oreo cookies. Of course, there are telling moments when it becomes perfectly clear what product the chefs are promoting, especially when Tran introduces his dog named…wait for it…”Oreo”. This does detract a bit from the illusion that this is all about creating something unique. However, I believe the videos remain entertaining while pushing packages of cookies.

Up to take the challenge? 

The Snack Hacks is all about Oreo challenging people to create their own ‘Hack’ creation. Visitors to the website submit their pictures along with recipes. One of my favourites was Crème de la Crumb’s Oreo Stuffed Mint Chocolate Brownies. I’ll definitely try it and perhaps create a hack myself.

In my opinion, this campaign is fun, innovative and fresh. If it motivates me to participate – which means purchasing Oreo cookies – others just might as well. Top marks go to marketing moves!

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