INTERNATIONAL. Mondelez World Travel Retail (WTR) and Dufry have partnered to support reforestation non-profit organisation One Tree Planted.
The partners have pledged to plant one tree, in collaboration with One Tree Planted, for every Toblerone product sold in selected Dufry travel retail stores worldwide.
The initiative leverages the power of Toblerone to help global reforestation and support travellers in making more sustainable choices.
The donation value of each Toblerone purchased from select Dufry stores will fund the planting of one tree in the Andes Mountains in South America.
The project was launched in October across airports in Athens, Lisbon, Zürich and London, with additional locations rolled out in Barcelona, Madrid, Stockholm and Glasgow throughout November.
The campaign is supported by targeted digital advertising and point-of-sale promotions.
This includes a QR code tag on popular Toblerone products such as the 360g bar and Toblerone Tiny bag.
Upon scanning the QR code, travellers are led to a microsite where they can learn more about the campaign and track One Tree Planted’s reforestation efforts in real time. So far, the campaign has surpassed its halfway target and has raised US$35,014 (as of 25 November) of its US$50,000 goal which will plant a total of 50,000 trees.
The project is the latest initiative in Mondelez WTR’s sustainability roadmap which embraces corporate-wide, industry-specific commitments. This includes the development of more ethical in-store engagement and promotional activities, more sustainable packaging, and more circular design practices for travel retail.
As a testament to this commitment, the design for the Toblerone and One Tree Planted activations utilise 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,” commented Mondelez WTR 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.”
Dufry Group Global Category Management Head – Confectionery, Food, Souvenirs & Toys Philippe Moryl added: “Over many years, Dufry and Mondelez WTR have developed a great partnership characterised by close collaboration. 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.”