Stuffing an Oreo with pieces of other Oreos is already pretty meta, so it’s fitting that the brand is promoting The Most Oreo, its latest limited-time product, with a metaverse experience.

An “Oreoverse” within Horizon Worlds has games like “Stack Stuf” and “Rocket Stuf” in both English and in French to attract a fun-loving audience, says Peter Verlinden, senior brand manager for Oreo at Mondelez.

Oreo previously released The Most Stuf, a limited-time cookie that featured twice as much filling as a Double Stuf Oreo. The Most Oreo has a similar level of frosting, with pieces of Oreo cookie mixed inside.

In-store support for the campaign starts Feb. 15, and Verlinden says the assets are among the brand’s most creative to date.

“We will have spinning Oreo turntables, breakthrough corrugate headers and QR codes on both our packaging and POS so Oreo fans can try out the Oreoverse while in the store,” Verlinden explains.

The turntables ladder back to DJ culture: the brand created functional record players back in 2018, which it followed up the next year with a Dj mixer that used cookies instead of records.

Verlinden tells strategy it partnered with agency Bulletproof and gave them the task of creating a total visual identity around the the Most Oreo, bringing to life the idea of a cookie within a cookie. The idea is amplified with inter-dimensional swirls on the POS assets and concentric circles on pack.

In North America, in addition to the considerable POS support there will be “significant” digital media and contesting. The Oreoverse invites fans to play multiple levels of cookie-themed games and get the chance to win a $25,000 grand prize or VRT headset for Meta Quest 2.

This January, Mondelez, in partnership with Harris, unveiled its fourth annual “State of Snacking” report. In it, the CPG says that one of the ways it keeps the 110 year old Oreo brand fresh is through unique flavours and LTOs,  but also by playing with pop culture, like it did with the Oreo Batman cookie, which launched across multiple markets in 2022.

The Martin Agency, MediaMonks, Weber Shandwick, Vayner Media, Bulletproof, TMS, Dentsu Creative and Merkle are all supporting agencies on the campaign across North America.