- Hand-Picked Brand Ambassadors Convene To Support Mission Of
Spreading Childlike Delight
NORTHFIELD, Illinois,
Sept. 20, 2012 /PRNewswire/ --
Twenty-five special guests from eight countries will gather today
in New York City to be sworn in as
the first official brand ambassadors for OREO, the World's
Favorite Cookie. Putting the fan in fanatic, these
AmbassadOREO honorees from the U.S., China, Indonesia, Philippines, Ecuador, Colombia, Malaysia and Puerto
Rico have one thing in common: they all speak the universal
language of OREO. Each AmbassadOREO will be
initiated, taking the first official OREO Oath vowing to
help live out the brand's mission to celebrate the kid inside when
they return home.
"Bringing our biggest fans together from around the world is
just the twist that this global cookie needs," said Sheeba Philip, Director for OREO Global.
"These AmbassadOREO honorees spread childlike delight in
their communities with every Twist, Lick and Dunk. To help cap our
100th birthday, we are excited to welcome them and their families
to help further the mission we've been on for more than 100 years,
inspiring more carefree moments in today's hectic, fast-paced
world."
Honorees will experience the delight of the Big Apple by
visiting some of the city's most popular locations including the
Empire State Building. After a visit to Chelsea Market, the birthplace of OREO,
the group will have the unique chance to taste global cookie
varieties from their fellow ambassadors' countries, such as
OREO Green Tea Ice Cream from China, OREO Orange Ice Cream from
Indonesia and OREO Dulce de
Leche from Colombia.
The AmbassadOREO honorees will then put their mission
into immediate action by hosting a surprise cookie and milk break
for unsuspecting New Yorkers in the city's Financial District at
3 p.m. EST near Broadway and Wall
Street.
100th Birthday Mission
In February, OREO unveiled the Global Spirit of
Childhood Report[1], which found that the spirit of childhood –
that is, the chance for children and adults alike to enjoy simple,
carefree moments – is increasingly hard to come by. Inspired by the
results, OREO kicked off a simple worldwide mission for its
100th birthday on March 6: to
celebrate the kid inside us all. After hundreds of birthday parties
around the world, OREO fun and games on Facebook and other
activities, the brand decided to continue the mission into 2013 and
beyond looking to its most loyal fans for help.
Behind The AmbassadOREO
From an American skydiving enthusiast who said "OREO
cookies have been a part of my best memories" to the self-professed
OREO-loving family from China who credits their tight family bond to
completing a year of childlike delight missions, millions of people
of different backgrounds entered for a chance to represent their
country as honorees and participate in this once-in-a-lifetime
experience. AmbassadOREO honorees were chosen in unique ways
by each country, such as:
- In the Philippines, a
Facebook contest called on fans to submit family photos that
creatively formed the number 100 with OREO cookies.
- In Ecuador, lucky
consumers who found a "golden ticket" in their package of
OREO cookies were entered into a raffle for the chance to
represent their country in New
York as an AmbassadOREO.
- In China,
AmbassadOREO honorees had to earn points by completing
OREO missions throughout the year.
- In the United States,
millions of OREO Facebook fans had the chance to vote for
five national winners from video submissions of fans demonstrating
their passion for the OREO brand.
The Party's Just Getting Started
Following the global gathering, AmbassadOREO honorees
will return home equipped with the knowhow to continue to share
moments of childlike delight with their communities.
"No matter how the mission comes to life in each culture, we
hope every AmbassadOREO will continue to celebrate the kid
inside and share with us through the OREO Facebook page and
online how they are helping others do the same," said Philip.
To learn more about the AmbassadOREO program and for
additional ways to bring out the kid inside, including online games
and OREO recipes, visit Oreo.com/birthday or
Facebook.com/Oreo.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with
an unrivaled portfolio of brands people love. Proudly marketing
delicious biscuits, confectionery, beverages, cheese, grocery
products and convenient meals in approximately 170 countries, Kraft
Foods had 2011 revenue of $54.4
billion. On Oct. 1,
2012, Kraft Foods Inc. will separate into two companies.
Mondelēz International, Inc. will be a high-growth global snacks
company with annual revenue of approximately $36 billion and several billion-dollar brands
including Cadbury, Jacobs, LU, Milka,
Nabisco, Oreo, Tang and Trident. The
spin-off company, Kraft Foods Group, Inc. will be a high-margin
North American grocery company with annual revenue of approximately
$19 billion and billion-dollar brands
including Kraft, Maxwell House, and Oscar Mayer. A leader in innovation,
marketing, health & wellness and sustainability, Kraft Foods is
a member of the Standard & Poor's 500, NASDAQ 100, Dow Jones
Sustainability Index and Ethibel Sustainability Index. Visit
http://www.kraftfoodscompany.com/ and
www.facebook.com/kraftfoodscorporate.
ABOUT OREO
OREO is the world's favorite cookie, enjoyed by families
and friends in more than 100 countries around the world. As one of
Kraft Foods' 12 "billion-dollar" brands, OREO is the
best-selling biscuit of the 21st century with more than
$2 billion in global annual
revenues. The OREO cookie twist, lick and dunk ritual
has become the signature way to enjoy this iconic cookie for many
different cultures around the world. OREO has a Facebook
community of more than 27 million OREO lovers around the
globe, representing 200+ countries and dozens of different
languages. OREO ranks among the top 10 brand Facebook pages
in the world. OREO celebrated its 100th birthday on
March 6, 2012.
[1] The Global Spirit of Childhood Report was a survey
conducted during a six-week period between November and December of
2011. More than 7,000 parents with children under the age of
18 participated in this study. Local surveys were conducted via
online and in-person interviews in 20 countries and regions,
including: Canada, China, Colombia, Costa
Rica, Ecuador, France, Germany, India, Indonesia, Malaysia, Mexico, Peru,
Poland, Portugal, Puerto
Rico, Romania, Spain, the United
Kingdom, the United States
and Venezuela. Responses were
given as completely agree, somewhat agree, neither agree or
disagree, somewhat disagree, and completely disagree.