Cookie brand Oreo is getting playful with a £3.1m ‘Open up with Oreo’ campaign, which includes consumer advertising and an on-pack promotion.

Kicking off this week, the campaign includes 20-second adverts, video-on-demand advertising, as well as social media and digital activity.

The brand is also running an on-pack promotion across its 154g price-marked packs and standard packs.

These packs will give shoppers the chance to win cash prizes. All winners will also be entered into a prize draw to win a four-night stay in New York for four people.

Promotional packs will contain cookies embossed with messages about the different ways consumers can open up. Retailers will be able to promote the packs in store with PoS.

Helen Potter, Oreo brand manager at Mondelez International, said: “We’re excited to see the campaign come to life. Retailers should stock up to make the most of the investment.”