The ‘Oreo & Friends’ campaign by Saatchi & Saatchi UAE rolls out to drive pet adoption
Posted on 2022 Sep,27  | By ArabAd's staff

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When OREO learned that ‘Oreo’ is the 6th most popular name for black-and-white-coloured pets, according to, it was delighted – until it learned that a growing number of Oreos are being abandoned in Dubai, and knew it had to step in and take action. 

Beginning on International Homeless Animals Day last month (August 20th), OREO, the famous sandwish cookie brand, decided to help its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region ­– K9 Friends and Yanni Animal Welfare.

At the start of the COVID-19 pandemic, people confined to their homes often found solace in the cuddliest, furriest kind of companion. But two years later, pet abandonment is on the rise across the UAE as people get back to their normal routines and return to the office. The news is full of stories of animal neglect.

“When we realised so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, marketing manager, biscuits at Mondelez International, MENA.

The ‘Oreo & Friends’ initiative builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.

“We have so many lovely adoptable dogs and we’re always looking for new ways to reach potential owners. It’s been amazing partnering with OREO to help animals find a home for life,” says Solange Bornand, manager, K9 Friends.

To honour International Homeless Animals Day, OREO has pledged to change all social content from products to pets for the cause, raising awareness of how many adoptable animals there are in the region.

Three Oreo films have been rolled out so far. Also Oreo reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic Oreo cookie. This limited-edition range is selling on Instashop and a QR code on eacjh packet links to a microsite,, where people can browse for pets and apply to adopt them.  







Brand: Mondelez International

Senior Director, Marketing, MENAP: Bassem AlbdulGhani

MENAP Consumer Experience Lead, AMEA: Krinio Christaras

E&I Marketing Excellence Director, MENAP: Lara B Abizeid

E&I Marketing Manager, Biscuits and Baked Snacks, MENA: Ilona Morozova

Senior Brand Manager E&I Biscuits & baked Snacks, MENA: Marian Matta

Brand Manager Chocolate & Bakery, MENAP: Sara Zorkot

E-commerce Manager, Gulf: Edom Noemi


Agency: Saatchi&Saatchi MEA

Creative team:

Chief Creative Officer (CCO): Sebastien Boutebel

Executive Creative Director: Gautam Wadher

Creative Director: Alok Mohan

Associate Creative Director: Anika Marya

Senior Copywriter: Katie Handfelt

Art Director: Erick Canedo

Art Director: Namita Nair

Animator: Daniel Masilang



Digital Delivery Manager: Biju Varughese



Director - Head of Production: Wael Said

Producer: Maria Succar

Content Director: Hussein Krayem

Photographer: Mahmoud Abdelfattah

Motion Designer: Lucas Fuse

Editor: Ahmed Aborady

Studio Manager: Uthaman Chamandi

Digital Retoucher: Jessudas Manirajan

Digital Retoucher: Jayan Subramanian


Strategy team:

Chief Strategy Officer at Publicis Groupe: Tahaab Rais

Head of Strategy & Insights Strategic Planning: Mazher Abidi


General management:

Head of Saatchi & Saatchi UAE: Ramzi Sleiman

Business Director - Communications Consultancy: Karim El Kari


CS team:

Associate Business Director - Communications Consultancy

Communications: Hiam Baltaji

Senior Executive - Communications & Project Management

Communications: Dayana Atanasova


Social team:

Associate Business Director - Content: Sima El Amine

Manager - Communications Consultancy: Nathalie Hammoud

Executive – Content: Gaia El Khazen 



K9 Friends:

General Manager: Solange Bornand

Social Media Manager: Siddhi Mulaokar


Yanni Animal Welfare:

Director: Dr. Manal Al Mansoori

Director Assistant: Farah Jammol


Audio Production:

Audio Production House: Vox haus, Brazil

Head of Projets: Matheus de Moraes Gugelmim
Head of Music Production: Daniel Dalla Corte
SFX Production: Cássio Machado and Ícaro Guedes


Box Printing Team:

Print Production House: Power Print

Account Manager: Thanveer Hashim

Prepress Operator: Vijay Ganesh


Wood House Props Production Team:

Carpentary: Hill Wood Furniture

Production Supervisor: Nawas Morris