A.R.I. (ASISTENTE DE RECETOREO INTELIGENTE) "Intelligent Recetoreo Assistant"

Medal Won

• 🥈 SILVER – Best Use of New Technology

Campaign Overview

Oreo, a beloved filled cookie in Argentina, has long encouraged consumers to embrace playfulness and creativity. Despite Oreo’s success as a snack, its potential as a versatile cooking ingredient was underexplored. The challenge was to elevate RecetOreo, Oreo’s recipe platform, by showcasing its versatility in a crowded digital landscape.

To address this, Oreo launched A.R.I. (Asistente de Recetoreo Inteligente), an AI-powered chatbot that transformed everyday recipes into playful and original Oreo creations, fostering deeper engagement and driving sales.

Creative Concept

The campaign used AI to provide personalized, interactive recipe experiences:

• Custom Recipe Conversion: A.R.I. could take user-provided recipes and suggest Oreo-based transformations.
• Personalized Recommendations: Suggested recipes tailored to the user’s cooking skill level and occasion.
• Seamless Shopping Integration: Directed users to a custom Oreo e-commerce landing page where they could purchase ingredients and access promotional offers.

The AI assistant not only demonstrated Oreo’s versatility but also created a playful, memorable interaction that resonated with cooking enthusiasts.

Execution Strategy

1. Launch Stage: Introduced the campaign with audiovisual pieces on social media and partnered with cooking influencers to highlight A.R.I.’s capabilities.
2. Experience Stage: Engaged users directly through the chatbot, accessible on social platforms and Oreo’s landing page.
3. Expansion Stage: Capitalized on Christmas seasonality by promoting festive recipes and offering exclusive products like the Oreo Can via Pedidos Ya.

Impact and Results

The campaign achieved remarkable success:

• +0.5pp increase in Oreo’s Share of Market (SOM) in the filled sweets segment.
• +4.8% increase in sales volume compared to the previous year.
• +29% impressions achieved over planned, with 320M+ impressions generated.
• Marketing objective of increasing “use in a recipe” achieved with a +4pp gain year-over-year.

Why It Worked

By blending playful creativity with innovative technology, A.R.I. (Asistente de Recetoreo Inteligente) made Oreo a staple in the cooking space. The campaign seamlessly integrated AI, user interactivity, and festive seasonality, turning recipe inspiration into tangible brand engagement and increased sales.