SHOPPER MARKETING EFFIE AWARD WINNERS B aking cookies is a holiday tradition. And when retailers showcase this event in stores, traditionally they overlook everyday brands and packaged cookies like Oreos. But moms are still looking for big festive ideas, be it a year-round cookie like Oreo or not. 80 y SHOPPER MARKETING JUNE 2017 With the "Oreo Cookie Balls" recipe campaign, Mondelez repositioned its staple to provide some holiday magic - and it did so at three retailers with three distinct shopper solutions. Mondelez developed exclusive programs for Target, Publix and Meijer around the Cookie Balls theme.