OREO put a square stamp on the London skyline today, 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 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.
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. 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.
“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," said Becky Latcham, Brand Manager at OREO UK.
“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.“
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.”
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.
