Mondelez World Travel Retail (WTR) has partnered with retailer Dufry Group to launch an interactive campaign at London Stansted Airport for its new Cadbury Biscuits Collection.
The collection includes three travel retail exclusive pouches, which were introduced at the TFWA Cannes event last October: Nibbly Fingers, Break Bar and Roundie.
The campaign is based around a digital ‘Cadbury vs. Oreo’ air hockey game which invites travellers to choose to compete with Oreo or the Cadbury Biscuits Collection. Playing on a digital screen using virtual biscuit strikers to propel the puck, a variety of gaming options are available.
Dedicated brand ambassadors are on site offering samples of both the new Cadbury biscuits and classic Oreo cookies. The latest campaign under the Biscuit Bakery concept follows Mondelez WTR’s moves to establish a ‘roadmap’ for the biscuit category in travel retail and generate incremental revenue.
Biscuit Bakery activations will run at London Stansted Airport throughout May, London Heathrow Airport in June, and London Luton Airport in August, followed by other locations worldwide.
Mondelez WTR Category Marketing Manager Irina Tarabanko said: “Buoyed by the success of Milka biscuits and the increase in dedicated biscuits space across the channel, we feel reassured in this segment’s potential as a powerful growth driver.
“We’re right on track with our roadmap; we’ve extended our portfolio with delicious new collections, signposted and branded the category, and implemented engaging promotions.
“It’s been rewarding to see both travellers and retailers react to our biscuits offerings with such enthusiasm.”
She added: “We’re grateful to be launching this exciting activation with a fantastic partner like the Dufry Group at London Stansted Airport, a busy airport full of Cadbury-loving travellers.”
Mondelez WTR is showcasing the new Cadbury Biscuits Collection and other 2019 launches at this year’s TFWA Asia Pacific Exhibition & Conference in Singapore next week (12-16 May) at Booth 2-J26, Basement 2.
