UK. Mondelez World Travel Retail (WTR) has partnered with Lagardère Travel Retail to launch the Cadbury Football Club activation at Luton Airport.
The dynamic football-themed ‘Luton Fan Zone’ pop-up brings excitement and digital engagement to football fans and chocolate lovers alike. It will run until July.
The Luton Fan zone features engaging retailtainment zones and exclusive products. Notable elements include laser-printed chocolate bars, striking stadium-themed shelving and augmented reality sleeves which can be accessed via a QR code. An interactive football game challenges travellers to test their football skills. It is played on a tablet and projected onto a big screen.
Football Broadcaster Craig Mitch visited the activation in May, adding star power to the pop-up. Mitch, who has a strong following on social media, has interviewed some of the world’s most renowned football stars. During his visit, Mitch hosted an online competition which offered fans the opportunity to win ten laser-etched chocolate bars from Cadbury and Harry Kane t-shirts.
The pop-up also features signed football shirts from English footballer Harry Kane and Dutch footballer Virgil Van Dijk, offering photo opportunities for Premier League fans.
156 laser-edged Cadbury Dairy Milk chocolate bars are available exclusively at the pop-up. These have been etched with one of six top Premier League football crests from Liverpool, Manchester City, Chelsea, Tottenham, Arsenal and Manchester United. The chocolate bars were crafted with new etching technology that enables Cadbury to create precise detailed images on chocolate bars.
Lagardère Travel Retail Head of Confectionery Stephanie Zakarian commented, “We are thrilled to partner with Mondelez WTR to bring this exciting concept and chocolate sweetness to our shoppers. The activation, which has attracted travellers of all ages, has not only been an entertaining, engaging, and unique experience for customers, but we have also seen positive results for Cadbury so far.”
“The next stop of the Cadbury FC tour sees Mondelez WTR once again bringing a memorable and distinct experience to our travelling consumers, and truly pushing boundaries with cutting-edge technology to differentiate the offering in the channel,” said Mondelez WTR Marketing Director Dogus Kezer.
“The combination of digital innovation and this iconic partnership between the Premier League’s top teams and the UK’s favourite chocolate — as well as strategic amplification through social media icons like Craig Mitch — has delivered remarkable excitement across the traveller journey.”
Craig Mitch added, “Working with Cadbury FC would be a dream come true for any football fan. I had the most incredible time playing games, talking footie, interacting with travellers at Luton and having a bite of delicious chocolate. With the football season over, this was an amazing way to stay connected with Premier League fans.”
Note: The Moodie Davitt Report’s portfolio of titles included Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.
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