Mondelez and partners kick off high-profile Cadbury activation at London Stansted

UK. Mondelez World Travel Retail (WTR) has teamed up with Dufry company World Duty Free and London Stansted Airport to kick off the Cadbury Football Club (FC) global tour in travel retail.

The partners created an immersive digital activation featuring crowd-pulling activities and involving UK football and entertainment celebrities.

Airport activation specialist Emerald House Associates built and installed the high-profile promotion, which was designed by Ratcliffe Fowler.

Well-known English football figure Harry Redknapp met football and chocolate fans at the opening of Cadbury FC early last month

Former football manager and player Harry Redknapp inaugurated the Cadbury FC tour on 4 April, visiting the activation as part of its official unveiling and attracting large crowds to the ‘Fan Zone’.

The Fan Zone features various engaging digital elements including an interactive skills game, a virtual photo call opportunity, augmented reality product sleeves as well as exclusive laser-printed bars. The area is completed by a Walk of Fame, which includes signed shirts from current football stars Hugo Lloris, Harry Kane and Virgil Van Dijk.

Enjoying the football-themed promotion (from left to right): Mondelez World Travel Retail Events & PR Manager Tamara Abusara; Head of Customer Marketing Beatriz de Otto; Harry Redknapp; Cadbury Brand Manager Hayleigh Curtis and Director Global Sales Carlos Granados

Following Redknapp’s visit, Jake Quickenden also made a stop at the Stansted activation. Quickenden made his name as a contestant on UK reality television music competition The X Factor, as well as other local reality television shows including Dancing On Ice and Celebrity SAS: Who Dares Wins.

The popular English star took photos with football fans, challenged travellers to kick-offs to win Cadbury prizes, and shared his experience with his one million followers on Instagram.

Mondelez WTR Marketing Director Dogus Kezer said: “Mondelez WTR is constantly looking to bring unique and unforgettable experiences to the channel to excite our travelling consumers.”

He noted the company’s decision to open this year’s Cadbury FC Fan Zone promotions at Stansted, underling the key features of interaction, the introduction of new technology and the support of celebrities Redknapp and Quickenden.

“This is a major milestone in our digital journey by combining the cutting-edge technology with a money-can’t-buy experience. We are proud to kick off the tour with our long-standing partners at World Duty Free, who truly share our commitment to, and in the joy of ‘delighting travellers’.”

“Dufry is proud to once again be part of a debut Cadbury digital experience; probably the biggest and most exciting one yet” – Dufry Group Global Category Management Head Confectionery, Food, Souvenirs & Toys Philippe Moryl 

Dufry Group Global Category Management Head Confectionery, Food, Souvenirs & Toys Philippe Moryl commented: “It has been very rewarding to observe so many travellers stopping in their tracks at the sight of the Cadbury FC activation and engage with the many fun digital and football features. It has brought a remarkable atmosphere of excitement to Stansted Airport.

“Dufry is proud to once again be part of a debut Cadbury digital experience; probably the biggest and most exciting one yet.”

All smiles as Harry Redknapp fronts the Cadbury FC team

Redknapp added: “If there are two things that people love, it is football and chocolate.

“It was a real pleasure to be a part of the Cadbury FC experience at Stansted Airport and I was honoured to meet and greet all the fans that stopped by on their way to their holidays and have them join me on this exciting Cadbury FC journey.”

#CadburyAreYouIn: Dufry Group Philippe Moryl, Global Category Head – Confectionery, Food, Souvenirs & Toys Philippe Moryal (left) and Global Product & Promotions Manager Confectionery Phrederika Miltiadou join Mondelez World Travel Retail Head of Customer Marketing Beatriz de Otto and Director Global Sales Carlos Granados in the Cadbury FC Fun Zone

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