VML and Oreo are redefining creative commerce with Oreo Walks, a bold out-of-home activation that brings the brand’s signature playfulness straight onto city pavements. Launched outside Kroger stores in cities such as Cincinnati and Columbus, the campaign transforms everyday crosswalks into irresistible Oreo moments designed to intercept shoppers before they even step inside.
The idea is simple yet striking: the white stripes of crosswalks have been reimagined as stacks of Oreo cookies, with illustrated faces appearing to munch on them. The quirky visuals stop pedestrians in their tracks and invite them to scan a QR code painted directly on the pavement. Once scanned, the code unlocks a special in-store offer redeemable immediately — turning a fleeting smile into a tangible purchase.
“We know shoppers don’t always head down the cookie aisle, so we brought Oreo to the store entrance, right where intent is being formed,” said Carly Kerlakian, director of omnichannel activation at Mondelēz International.
What makes Oreo Walks stand out is its blend of surprise, design, and strategy. By linking an engaging visual to a real incentive, Oreo seamlessly bridges awareness and conversion, proving that playful creativity can drive measurable impact. The campaign also stays true to Oreo’s black-and-white visual identity, reinforcing its iconic look in a fresh urban context.
More than just a stunt, Oreo Walks shows how creative ideas can integrate into everyday environments without interruption, quietly nudging consumer behavior at the exact right moment. By turning a simple crosswalk into a cookie stack and a store entry into a point of purchase, VML and Oreo have crafted a campaign that is joyful, strategic, and unmissable.
