GERMANY. Gebr Heinemann has launched a pilot ‘Taste the World’ campaign at Munich Airport.
Fine food items are being presented in a 35.5sq m promotional area at Travel Value & Duty Free Shops operated by Eurotrade.
The products on offer range from olive oil, exotic spices and salami to speciality teas and coffees, to unusual varieties of cheese, nuts and macarons.
A Mediterranean-style, old town ambience has been created in the event space which features market stalls and decorations created from natural stone.
“We want our airport distribution clients to allocate more space to fine food in their shops,” said Gebr Heinemann Director Sales of the Airports Europe Distribution department Carsten Menck.
“This category is a promising additional source of business with considerable potential, and it is distinctly different from the rest of the assortment without forcing other products to compete. Fine food and the classic assortment complement each other perfectly.
“These products make wonderful souvenirs for those returning from a trip, and are also excellent gifts for business partners. Our idea is for airline passengers to surprise their loved ones at home with fine food products, and then use those products to conjure up a magnificent meal – maybe using one of the suggested recipes on our Heinemann Duty Free Facebook Page.”
The ‘Taste the World’ event shop campaign is running throughout May and June in all Eurotrade Travel Value & Duty Free Shops.
Eurotrade Head of Purchasing Nils Schirmer commented: “The ‘Taste the World’ campaign is an ideal fit with the passenger profile at Munich Airport. We want to transform this category into an experience for travellers, to excite them and help them discover more fine food. We are pleased to have realised this in partnership with Gebr Heinemann.”