Oreo has launched its first new Christmas advertising campaign in five years, as the Mondelez-owned biscuit brand looks to strengthen its association with festive celebrations.

Titled Santa’s Favorite Cookie, the 30-second advert puts a humorous spin on the tradition of leaving milk and biscuits out for Father Christmas.

The film follows a father who sneaks a bite of the Oreos left by the fireplace for Santa. However, the festive visitor gets his revenge on Christmas morning, leaving bite marks on the father’s stocking, golf clubs, television and even the remote control.

The advert closes with Santa relaxing with a glass of milk and an Oreo, accompanied by the tagline: ‘Get your own OREO. Dunk into the holidays.’

The campaign marks Oreo’s first new Christmas creative since its 2021 ‘Ding Dong’ advert, which featured Santa enlisting the help of a snowman and a yeti to deliver Oreos.

The brand continued to run the earlier creative during the festive period until 2024, as part of its wider ‘Stay Playful’ marketing platform.

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The latest campaign was developed by No Notes, the creative content studio founded by comedian and Saturday Night Live star Colin Jost. Production was handled by Good Company and Merchant, with Dentsu overseeing social activity and Publicis Production providing consultancy.

The advert will run in 15- and 30-second formats across Amazon, streaming and connected TV, alongside social media platforms including Meta, TikTok, Pinterest, Snapchat and YouTube. It will also feature across Oreo’s owned channels.

Matt Foley, vice president of Oreo at Mondelez International, said the campaign was designed to bring the brand’s association with joy and connection into the festive season.

The return to Christmas-specific advertising provides Oreo with an opportunity to reconnect its products with one of the busiest seasonal occasions for biscuit consumption, using an established family tradition to put the brand back into the festive conversation.