OREO’s Giant Square Cookie Takes Over London Skyline
OREO put a square stamp on the London skyline, with the construction of a giant square cookie. The world’s favourite cookie brand has built the four meter homage to the square world of A MINECRAFT MOVIE to celebrate its partnership with the hotly anticipated film. Cookie enthusiasts queued up at the eye-catching spectacle to get their hands on the real thing – with a limited number of ultra-rare square OREO cookies up for grabs.
The Giant Cookie Construction
The ginormous replica of the iconic black and white cookie took inspiration from the film, with the installation appearing to be built piece-by-piece as the final corner of the cookie was suspended by a 20,000lb construction vehicle. Fans flocked to the tribute from as early as midnight, following an announcement on OREO’s social media channels earlier this month that revealed visiting the giant square construction would be the only way to get hold of the ultra-rare prototype, and cement a place in OREO history.
A New Look for the Beloved Cookie
Delighted devotees of the snack and the movie revelled in the cookie’s temporary new look, which carried all the iconic markings of the beloved cookie, but with four new surprising corners. There was more to the giant construction than met the (square) eye, as scanning the installation allowed visitors to explore the OREO X A MINECRAFT MOVIE partnership further and enter a world of play.
Unlocking Exclusive Prizes
Attendees unlocked access to a themed AR online experience, where players hunt for hidden elements from A MINECRAFT MOVIE and unlock exclusive prizes, from movie merchandise to a VIP trip to LA. Becky Latcham, Brand Manager at OREO UK said: “Our collaboration with A MINECRAFT MOVIE is our most playful partnership to date, so we knew we had to go big and cement it in history…and the London skyline.
“We’re beyond excited for snacking fans to enjoy our square cookie prototype, and Special edition embossed A MINECRAFT MOVIE cookies with the chance to taste, play, win through our exclusive experience. “
Partnership with Warner Bros. Pictures
Julie Moore, Senior Vice President of Global Brand Partnerships at Warner Bros. Pictures said: “A MINECRAFT MOVIE is all about empowerment through creativity, and no cookie has inspired more creative ways to consume it than OREO. The fact that the classic circle-shape is embracing the renowned Minecraft block makes our partnership one for the ages.”
Special Edition Cookies
Anyone who missed out on their chance to make their pilgrimage to the giant square OREO need not fear – they will still be able to enjoy the OREO x A MINECRAFT MOVIE partnership. Special Edition OREO x A MINECRAFT MOVIE cookies are available in stores. They may be the more familiar, round shape, but are embossed with symbols inspired by A MINECRAFT MOVIE—the iconic Pickaxe, Crystal, Sword and Creeper.
In OREO’s most playful gaming mechanic on pack yet, fans bite the cookie into a square and then scan the custom embossments to unlock access to a themed AR online experience, where players hunt for hidden elements from A MINECRAFT MOVIE and win exclusive collaboration prizes, with the competition running until the end of April.
Conclusion
The OREO x A MINECRAFT MOVIE partnership is an exciting collaboration that brings together two beloved brands in a fun and creative way. With the giant square cookie construction, special edition cookies, and AR online experience, fans of both OREO and Minecraft have plenty to look forward to. Whether you’re a fan of cookies, movies, or gaming, this partnership is sure to delight.
Frequently Asked Questions
Q: What is the OREO x A MINECRAFT MOVIE partnership?
A: The OREO x A MINECRAFT MOVIE partnership is a collaboration between OREO and Warner Bros. Pictures to celebrate the release of the new Minecraft movie. The partnership includes a giant square cookie construction, special edition cookies, and an AR online experience.
Q: Where can I find the special edition OREO x A MINECRAFT MOVIE cookies?
A: The special edition OREO x A MINECRAFT MOVIE cookies are available in stores. They may be the more familiar, round shape, but are embossed with symbols inspired by A MINECRAFT MOVIE—the iconic Pickaxe, Crystal, Sword and Creeper.
Q: How do I unlock the AR online experience?
A: To unlock the AR online experience, simply bite the cookie into a square and scan the custom embossments. This will give you access to a themed AR online experience where you can hunt for hidden elements from A MINECRAFT MOVIE and win exclusive collaboration prizes.
Q: How long does the competition run for?
A: The competition runs until the end of April. Make sure to scan your cookies and unlock the AR online experience before then to be in with a chance of winning exclusive prizes.
