The Oreo Academy

Oreo Spain creates a cooking school to reframe its product as an ingredient and juice sales

Mondelēz-owned Oreo established a cooking school to showcase its product as an ingredient.

The Oreo Academy is a Spanish-language website featuring slickly produced video tutorials of how to make sweet treats using Oreo cookies. Recipes include Oreo-infused brownies, cheesecakes, cupcakes, chocolate cake and fruit cake, as well as a variety of milkshakes.

Each tutorial is hosted by a professional chef, with Spanish MasterChef winner Aleix Puig acting as the academy’s ‘director’. Oreo also hired baking influencers, including Anaisa López, ‘Chef Rafa’ and Alma Obregón, to present additional recipe videos, which are classified as easy, medium or difficult, depending on preparation time.

To access the most premium content, would-be chefs must sign up to the website by entering their name, email address and date of birth. Users are then encouraged to post their own Oreo recipe videos in the alumni section of the website once they’ve taken a class or two. Some basic recipes are also available to watch on the website for free.

Created by the Madrid-based agency Kitchen, all the recipes are shot in the same visually distinctive, colourful kitchen studio environment. The school was reportedly inspired by the numerous Oreo-infused recipes that have been circulating organically on the web for years.

Results / According to the agency, the Oreo Academy saw 1.6 million visits to its website and generated a whopping 35% increase in sales. For a time, the Oreo Academy’s Instagram page was also the number one visited Instagram account in Spain.

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