JORDAN. Mondelez World Travel Retail (WTR) has expanded its Travel Retail Made Right agenda with its first sustainability activation in the Levant region. In partnership with Dufry (soon to be Avolta), the confectionery leader has brought its Ghana Mobility Initiative to Queen Alia International Airport in Amman with Toblerone’s Bag That Gives Back campaign.
The campaign pop-up will run until the end of November, and it marks the first time a confectionery brand has hosted a sustainability activation at the airport.
The Ghana Mobility Initiative is a collaboration between the Mondelez WTR team, Cocoa Life and Child Rights International. It focuses on providing tricycles to local Ghanaian cocoa communities with the aim of enhancing mobility for children and small businesses.
The Toblerone Bag That Gives Back activation at Queen Alia features a life-sized wooden tricycle that allows travellers to better understand the mechanics of the initiative.
For every kilometre completed on the tricycle, a donation is made towards the Bag That Gives Back campaign. Customers can also contribute by purchasing an activation-exclusive Bag That Gives Back tote bag with proceeds going to the project.
This interactive activation reflects the company’s evolved category vision that focuses on driving greater penetration and accelerated conversion within the confectionery category.
Mondelez WTR’s presence at Queen Alia aligns with the wider values presented by its retail partner Dufry/Avolta, which recently unveiled a shop-in-shop concept called mind. body. soul. at the airport to meet the increasing customer interest in purchasing sustainable products.
This latest iteration of Toblerone’s Bag That Gives Back campaign drives forward the shared interest in advancing sustainability within travel retail and beyond.
Mondelez World Travel Retail Head of Customer Marketing Beatriz de Otto said: “Witnessing the growth of the Bag That Gives Back campaign has been a feat for Mondelez WTR. Now, we are proud to build on that success by expanding our sustainability agenda into a new region.
“Our latest activation in Amman speaks to our commitment to advance the Travel Retail Made Right agenda. We are proud to partner with Dufry/Avolta, who not only share the same values but have also trusted us to bring sustainability to Queen Alia International Airport for the first time.”
Dufry/Avolta Global Category Management Head for Confectionery & Food Philippe Moryl remarked: “Dufry/Avolta is committed to meeting and exceeding customer expectations. When travellers walk through our airport, we want them to have an unparalleled experience; part of that means delivering products, services and activations that they are interested in.
“Sustainability is now a compulsory aspect of the traveller journey, and we are thrilled to bring sustainability to Queen Alia International Airport with its first ever activation hosted by Mondelez WTR.
“The Bag That Gives Back promises engagement, delicious chocolate and an emphasis on our collective commitment to advancing sustainability within travel retail.” ✈
