OREO and VML have found a clever way to make grocery runs a little sweeter. Their new activation, “OREO Walks,” transforms everyday crosswalks into playful brand experiences designed to catch attention right before shoppers step inside.
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In cities like Cincinnati and Columbus, crosswalks outside Kroger stores now resemble stacks of OREO cookies. The classic black-and-white stripes have been reimagined as minimalist biscuit layers, complete with faces that look like they’re nibbling each step. It’s a bold street-level installation that turns a simple crossing into a moment of surprise.
The activation goes beyond visuals: each “cookie crosswalk” includes a QR code leading to oreo.com/oreowalks, where passersby can unlock special in-store offers.
By merging playful design with digital prompts, the brand is turning casual attention into measurable conversion.
“Creativity doesn’t just build awareness, it drives purchase,” said Carly Kerlakian, Director of Omnichannel Activation at Mondelēz International.
And that’s exactly what OREO is proving here: a simple, visually iconic intervention at the right place and time can generate both cultural buzz and sales impact.
With its crisp black-and-white aesthetic, perfectly aligned to the OREO brand world, OREO Walks is another example of how creative commerce can fit seamlessly into everyday life—without interrupting it.
