GERMANY. Distell Travel Retail has teamed up with Gebr Heinemann at Frankfurt Airport to raise awareness of and funds for elephant conservation.
The Amarula ‘Stamp Your Pledge’ promotion, which is running in the buildup to World Elephant Day on 12 August, invites consumers to personalise their own bottle of Amarula and pledge their support to elephant conservation in Africa.
A large 3D elephant greets travellers at the activation location and customers are invited to try Amarula Cream or Vanilla Spice on ice, or Amarula Truffles made by Goldkenn.
Customers who then buy a 1-litre bottle of Amarula can print a sticker with their name on it underneath a stylised fingerprint containing the Amarula elephant logo. For each personalised bottle, €0.50 will be donated to the Amarula Trust, while €0.50 from each tin of Goldkenn Amarula chocolates and €0.25 from each chocolate bar will also be donated.
The Amarula Trust aims to safeguard the 400,000 remaining African elephants so that people can keep encountering the animals under marula trees.
Gear Heinemann Director of Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens said: “Partnering with Distell Travel Retail to create this magnificent, interactive promotional area to raise awareness for elephant conservation was a pleasure.
“This is a perfect campaign as it is very appealing to Amarula fans and also connects with shoppers that are eager to contribute to a good cause. In addition, it supports our goal to entice travellers with cross-category promotions for spirits and chocolates, thus building sales for both categories.”
Distell Global Travel Retail Managing Director Luke Maga added: “Amarula has been committed to elephant conservation since 2002 and the travel retail channel has consistently gotten behind its charity efforts over the years.
“Last year over €50,000 (US$55,930) was raised in the channel in just one month. We look forward to continuing our CSR efforts this summer and thank Heinemann for granting us the space at Frankfurt Airport to execute our Stamp Your Pledge promotion.”