Dive Brief:

• Oreo released a limited-edition pack of cookies designed for left-handed consumers for International Lefthanders Day, according to Campaign US.
• The packs, created in partnership with the agency 360i, contain a flap that opens on the right side, as opposed to the usual left side, which the company says will make it easier for lefties to open. 
• To support the promotion, Oreo created a special website where consumers can order the left-friendly packs. The cookie brand also released a 30-second video online showing the struggles that lefties face in using scissors, can openers and other appliances that are typically more accommodating to the right-handed.

Dive Insight:

Oreo's special packs for left-handed people being sold on a microsite shows how the snack brand is continuing to ramp up e-commerce efforts via online promotions and more. E-commerce has been a core focus for Oreo parent company Mondelez, which announced plans in 2015 to grow the e-commerce portion of its business to $1 billion by 2020 and use the channel to gather more first-party data on consumers — a valuable resource when targeting ads and tailoring campaigns.    

The video depicting lefties' struggles appears to have resonated with viewers as well, racking up more than 260,000 hits on Twitter as of press time. It's the latest in a series of buzzy, social-focused campaigns that Oreo has run around novelty holidays like International Lefthanders Day. 

On March 6, Oreo created a social video campaign for National Oreo Day that doubled as a celebration of NBA star and pitchman Shaquille O'Neal's birthday, which fell on the same day. Oreo has for the past couple of years also held a #MyOreoCreation contest that lets followers vote for the cookie maker's next flavor on social media.

While online grocery sales are relatively small today, the segment is forecast to grow considerably. Online grocery sales are expected to grab 20% of all grocery retail by 2025, jumping to $100 billion, according to Food Marketing Institute and Nielsen data cited in Forbes. Companies like Mondelez are ramping up their e-commerce offerings to get ahead of this trend and also better compete with Amazon, which currently holds 18% of the market share, according to the Forbes report.

Mondelez last week added GroupM to the list of agencies that it works with following a media review launched in March. The marketer cited factors like programmatic, transparency and e-commerce as reasons for the review and agency changes.