Mondelez World Travel Retail (WTR) is celebrating Earth Day (22 April) with a homepage makeover of The Moodie Davitt Report.
The makeover shines the light on Mondelez WTR and Dufry’s ongoing global reforestation collaboration with environmental non-profit organisation One Tree Planted. Mondelez WTR has pledged to plant one tree for every Toblerone purchased in select Dufry locations in global travel retail.
Each Toblerone purchased funds the planting of a tree in the Andes Mountains in Peru. The reforestation project not only protects the environment but also encourages participation form the surrounding communities.
The initiative was launched in October 2021 at key European airports in Athens, Lisbon, Zürich and London. Additional airport locations in Barcelona, Madrid, Stockholm-Arlanda and Glasgow were added in November 2021.
The project leverages Toblerone’s position as the leading chocolate brand in the channel to promote conscious consumerism and reinvigorate forests ecosystems. It is being supported by a high-profile digital advertising campaign, sustainable activations and QR code gift tags on popular Toblerone products such as the 360g bar and Toblerone Tiny Bag.
Customers can simply scan the code to access a microsite that gives more information on the One Tree Planted campaign and tracks Mondelez WTR’s reforestation efforts in real time. At present, Mondelez WTR has raised over US$85,000 out of its US$90,000 goal, surpassing its initial 50,000 trees goal to plant over 100,000 trees.
Commenting on the initiative, Mondelez World Travel Retail Head of Customer Marketing Beatriz De Otto said: “Mondelez World Travel Retail is incredibly proud to achieve this remarkable milestone for our One Tree Planted initiative with the channel’s number one chocolate brand, Toblerone.
“We started this journey last October with an initial target of 50,000 trees. Since then, with major buy-in from our traveling consumers and fantastic support from our retailer partners, agencies, and even donations from the Mondelez WTR team itself to offset our carbon footprint in Cannes, we have more than doubled our contribution.
“We could not have achieved this extraordinary result without our great partnerships in travel retail. This truly underlines the ethos of our ‘Travel Retail Made Right’ commitment to the channel — that we can accomplish so much more we work together towards common goals..”
De Otto added, “We are on a mission to progress more sustainable practices in travel retail; from the ingredients in our products to our packaging; the designs of our activations to ethical promotions that support our consumers in giving back to both people and planet. This is still only the beginning; we have a pipeline of major initiatives in place that we hope will continue to inspire and encourage our community towards a greener future.”
The reforestation project will run as part of the annual tree-planting festival Queuña Raymi. The trees will be planted under the guidance of local leaders using traditional Incan methods, ensuring that the natural landscapes and indigenous cultures are preserves. The project will safeguard existing forests, restore wetlands and protect Amazon headwaters.
As reported, One Tree Planted was one of the charitable organisations supported by The Moodie Davitt Report Virtual Travel Retail Expo.
“Over many years, Dufry and Mondelez WTR have developed a great partnership characterised by close collaboration,” commented Dufry Head of Global Category Management Confectionery, Food, Souvenirs & Toys Philippe Moryl.
“With sustainability becoming an increasingly important topic, for our consumers and for our channel, we need to align wherever possible to do better. The Toblerone and One Tree Planted campaign demonstrates that as partners, we are not only listening to traveling consumers’ needs, but adapting our offering to support them in making in a positive impact.”
The project is the latest step in Mondelez WTR’s sustainability roadmap which comprises several corporate-wide and industry-specific commitments. These include the development of ethical promotional activities and in-store engagements, sustainable packaging innovation and the development of high quality products with sustainably-sourced ingredients.
Mondelez WTR has also adopted sustainable design and circular economy practices for its travel retail activations. The Toblerone and One Tree Planted animations are a testament to this and were constructed with repurposed retail units, recycled plastics and reclaimed metals.
“At Mondelez WTR, the deeply collaborative nature of our relationships with our partners has always been one of the major driving forces behind our success,” added Mondelez Head of Global Sales Carlos Granados. “To achieve our sustainability goals and to truly make an impact for the good of both people and planet, we know that we can draw once again from the power of collaboration – that ‘Travel Retail Made Right’ also means ‘Partnerships Made Right’.
“We’re very proud to debut our Toblerone and One Tree Planted promotion with our long-standing partners at Dufry, who share our unwavering commitment to both the channel and to progressing more sustainable practices.”
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.
As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com