Mars International Travel Retail (MITR) is celebrating Islamic celebration Eid, which begins on 14 June, with an activation that is called ‘Share the sweetness this Eid’.

The company has developed a seasonal proposition for its local Galaxy Casket 650g, upscaling from its usual 400g. The special-edition casket is supported by a ‘Buy 2 get 1 free’ offer and a 360-degree promotional plan covering many touchpoints throughout key airports including Bahrain, Muscat, Queen Alia International (Jordan), King Fahd International (Damman), King Khaled International (Riyadh), King Abdulaziz International (Jeddah) and Dubai International.

Sweet treats: The promotion aims to capitalise on the high levels of chocolate gifting and consumption during Eid

Special Eid-themed artwork is being used to enhance the offering including a giant 3D casket filled with gold and Arabic elements at Dubai International Airport.

According to MITR, research shows that 37% of people will give chocolate as a gift this Eid and that chocolate consumption is at its highest in this season.

MITR Category Director Raghav Rekhi said: “Eid al Fitr, Eid al Adha and Diwali are the three most widely celebrated seasons across the Middle East and statistics show that the confectionery category grows +18% during Fitr and +4% during Adha. Our strategy is to drive incremental category growth by driving penetration through seasonal relevance, leveraging the region’s favourite brand.”