UK. Mondelez World Travel Retail (WTR) recently teamed up with Dufry to celebrate Cadbury’s British roots with the launch of the Cadbury Dairy Milk Great Britain 520g Pouch.
The release is being promoted with a striking Sense of Place campaign, launched exclusively with Dufry, that invites travellers to take a piece of Britain home with them.
The Dufry-exclusive Cadbury Sense of Place pouch rolled out across UK airports in December 2022. The pouch features an eye-catching design that pays homage to British symbols such as the London black cab, classic red telephone booth and the British bulldog.
The campaign launched on 1 February at London Stansted Airport offering personalised gifting options. The activation features a Great Britain-themed display which highlights the Sense of Place concept through an interactive and engaging in-store experience. It runs until the end of March.
A Cadbury-purple double decker bus is a key focal point of the activation and houses the Dufry-exclusive pouches. At the pop-up, travellers can personalise a gift bar or pouch using the Cadbury ribbon printer. Travellers can also purchase the Sense of Place Cadbury bar sleeves.
Mondelez WTR was a pioneer in bringing Sense of Place to the confectionery category, first launching a high-profile campaign with Toblerone in 2015.
A recent m1nd-set study revealed that 23% of travel retail shoppers buy gifting items with a local touch, while 18% enjoy exclusive, limited-edition products. According to company, this latest campaign from Cadbury addresses both those consumer needs through its exclusivity and personalisation elements.
Mondelez WTR Marketing Director Dogus Kezer commented: “As times change, so do consumer preferences, and as per our renewed category vision, addressing these changes is a key area of focus for Mondelez WTR.
“We aim to grow the overall category, drive penetration and accelerate conversion through delivering unique experiences, elevating confectionery category awareness, and leveraging our winning portfolio.”
Kezer concluded: “The Cadbury Sense of Place campaign underlines this commitment, exciting and delighting travellers with unique concepts, like the exclusive new pouch, and eye-catching activations, like the iconic double decker bus display, which has already captivated travellers at London Stansted.” ✈
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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