A COOKIE WITH A MISSION:
OREO WELCOMES MALAYSIA’S FIRST “AMBASSADOREO” TO NEW YORK CITY
Atiqah Izzati, from Kuala Lumpur Hand-Picked to Support Mission of Spreading Childlike Delight
Twenty five special guests from eight different countries gathered in New York City to be sworn in as the first official brand ambassadors for the World’s Favorite Cookie, OREO. Among them is Atiqah Izzati, a 27-year old mother of one, who was selected to represent Malaysia through a consumer campaign – OREO ‘Ucapkan Untuk Ayah’ in celebration of Father’s Day back in June. Atiqah’s heartwarming entry in honouring her father, whom she considers her hero, was chosen from among hundreds of people who entered for a chance to represent Malaysia and participate in this once-in-a-lifetime experience.
Ben Summons, Marketing Director of Kraft Foods Malaysia, said “This year marks a significant milestone for OREO as we celebrate 100 years of bringing families together. It is certainly a privilege for OREO to have inspired the many heartwarming and fun bonding moments between parent and child. 92% of Malaysian parents surveyed in the OREO and Ipsos ‘Global Spirit of Childhood Report’ concur that having fun as a family is “more important than anything else”. We are thrilled to have Atiqah Izzati as the first ever Malaysian AmbassadOREO to represent us at the global gathering. As an AmbassadOREO, she will now take a pledge to help further the mission we’ve been on for over 100 years, spreading childlike delight and inspiring more carefree moments in today’s hectic, fast-paced world.”
Atiqah will experience the delight of the Big Apple by visiting some of the city’s most popular locations including the Empire State Building. After a visit to Chelsea Market, the birthplace of OREO, she will have the unique chance to taste global cookie varieties from her fellow ambassadors’ countries, such as OREO Green Tea Ice Cream from China, OREO Orange Ice Cream from Indonesia and OREO Dulce de Leche from Columbia.
The AmbassadOREO honorees will then put their mission into immediate action by hosting a surprise cookie and milk break for unsuspecting New Yorkers in the city’s Financial District at 3 p.m. EST near Broadway and Wall Street.
Behind The AmbassadOREO
Atiqah’s winning entry for the OREO ‘Ucapkan Untuk Ayah’ focused on her wish that her dad could see just how important he was to her. As a result of her winning entry, she and her young family travelled to New York to experience the OREO journey, take in the magnificent sights and sounds of New York.
Speaking from New York, Atiqah shared her joy at having gotten this once-in-a-lifetime opportunity saying, “Being able to be with my family in New York City to visit the global showcase where the very first OREO biscuit was created is indeed a dream come true. My family and I all have fond memories of eating OREO cookies together as a family. While reciting the OREO oath in Bahasa Melayu, I also felt a deep sense of patriotism and pride for my country. I would like to thank OREO for giving me a chance to get an unforgettable trip together to create more memories that will last our lifetimes.”
100th Birthday Mission
In February this year, OREO unveiled the Global Spirit of Childhood Report , which found that the spirit of childhood is on the decline, not only for kids, but also adults. Parents everywhere yearn for the type of lighthearted enjoyment they had when they were kids. In fact, a majority of parents around the world, including Malaysia, said they don’t have fun on a daily basis and rarely experience feelings of delight as they did when they were children.
Inspired by the results, OREO kicked off its worldwide, year-long celebrations in commemoration of its 100 years. During the kick-off in Malaysia, Malaysian families were whisked off on hot air balloon rides and a host of fun-filled activities intended especially for families to savour together.
The Party’s Just Getting Started
Following the global gathering, AmbassadOREO honorees will now return home equipped with the know how to continue to share moments of slowed down fun with their communities.
“No matter how the mission comes to life in each culture, the most important thing to remember is for parents and their children to set aside time to enjoy the simple pleasures of life, whether it’s playing board games, embarking on handicraft activities or going on short hikes. What matters most is the time spent together and the lasting memories shared by the family,” added Ben.
To learn more about the AmbassadOREO program and for additional ways to bring out the kid inside, including online games and OREO recipes, visit Oreo.com/birthday or Facebook.com/Oreo.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. On Oct. 1, 2012, Kraft Foods Inc. will separate into two companies. Mondelēz International, Inc. will be a high-growth global snacks company with annual revenue of approximately $36 billion and several billion-dollar brands including Cadbury, Jacobs, LU, Milka, Nabisco, Oreo, Tang and Trident. The spin-off company, Kraft Foods Group, Inc. will be a high-margin North American grocery company with annual revenue of approximately $19 billion and billion-dollar brands including Kraft, Maxwell House, and Oscar Mayer. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Standard & Poor’s 500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit http://www.kraftfoodscompany.com/ and www.facebook.com/kraftfoodscorporate.
OREO is the world’s favorite cookie, enjoyed by families and friends in more than 100 countries around the world. As one of Kraft Foods’ 12 “billion-dollar” brands, OREO is the best-selling biscuit of the 21st century with more than $2 billion in global annual revenues. The OREO cookie twist, lick and dunk ritual has become the signature way to enjoy this iconic cookie for many different cultures around the world. OREO has a Facebook community of more than 27 million OREO lovers around the globe, representing 200+ countries and dozens of different languages. OREO ranks among the top 10 brand Facebook pages in the world. OREO celebrated its 100th birthday on March 6, 2012.