Danish confectionery company Anthon Berg has launched its ‘The Generous Call’ promotion area in the tax free Heinemann Shop at Copenhagen Airport. The associated campaign has been timed to coincide with Mother’s Day in Denmark (12 May) and will run throughout this month.
From the 20sq m pink-dominated promotional area, staff ask travellers the last time they told somebody they love them. Travellers are then encouraged to call their loved ones via a bright pink British-style phone booth.
Participants can make the call for free courtesy of Anthon Berg and, in return, they receive a free chocolate.
Products on promotion include the Anthon Berg travel retail exclusive Fruit in Marzipan range. It features Strawberry in Champagne, Plum in Madeira, Blueberry in Vodka, Raspberry in Orange Liqueur, and Apricot in Brandy.
Other featured products are the travel retail exclusive Grand Cordials: Chocolate Liqueurs, Chocolate Cocktails, and Chocolate Coffee Liqueurs.
Commenting on the initiative, Anthon Berg International Senior Brand Manager André Haunsoe Kampmann said: “The promotion is easy to decode, tempting to try and offering value before an actual purchase. This creates a low entry point for the traveller to participate. Product samples are handed out in the promotion area for further involvement.”
Anthon Berg International Travel Retail Director Peter Dige said he expects sales to increase by approximately 200% during the course of the promotion. He added: “We expect The Generous Call promotion to gain a great deal of attention and to involve the consumers who have high demands for treats and co-creation experiences in promotions.”
For the hosts, Gebr Heinemann Activity Manager Liquor Tobacco Confectionery and Fine Food Katharina Lemke said: “This beautifully created pop-up space sets a perfect example of creating an emotional experience that promotes the uniqueness of the travel retail environment and entices travellers to leave their track.
“We believe that the promotion will be a great success and thus build additional sales for the confectionery category.”
