UK. Walker’s Shortbread has unveiled a holiday pop-up activation at London Heathrow Airport in partnership with World Duty Free (Avolta).
Under the theme ‘Sharing the joy of Shortbread,’ the festive pop-up is running until 3 January, offering travellers at Terminal 5 samples of the brand’s popular Shortbread Fingers, as well as the Prestige Festive range and wider global travel retail selection.
The retail space showcases a replica of the delivery van of the brand’s founder Joseph Walker from more than 100 years ago.
Walker’s is offering shoppers a complimentary gift-wrapping service to package up any gift purchases.
To celebrate its Scottish heritage, the brand hosted a live bagpipe performance for passengers flying from Heathrow to Glasgow.
These promotional activities are a response to the growing demand for Walker’s products during this busy holiday season in travel retail, particularly at Heathrow Terminal 5, said Walker’s.
Walker’s products are now available in over 30 markets across the globe and to showcase its global reach, the brand is inviting shoppers to share photos of their purchases on social media. Those who upload photos get the chance to win a selection of Walker’s Shortbread products by tagging @walkersshortbread and #walkerssharethejoy.
The promotions are part of a wider effort by the company to invest in travel retail and more brand-led experiences which celebrate Walker’s heritage while appealing to local markets.
Walker’s Shortbread Commercial Director Steve McCarney said: “Shortbread is such a special part of Christmas and New Year. It’s a treat we all love to share over the festive period. With this exciting pop-up at Heathrow, we’re thrilled that more travellers will be able to take Walker’s with them and share in this tradition all over the world.
“Walker’s is a Scottish brand, but we have a truly global reach with customers from across the globe. Last year our export revenues rose by almost +10%– which is true testament to the love people have for our products. By partnering with Avolta to create this pop-up, we’ll be able to reach international audiences while continuing our mission to share the joy of shortbread.”
Walker’s GTR range has become one of the most popular releases from the brand since its debut in April 2022.
Walker’s new Prestige Festive Range features a selection of all-butter goodies including Cranberry & Clementine Rounds (200g), Festive Shortbread Assortment (460g) and Walker’s Mince Pies (250g).
Heathrow Retail Director Fraser Brown said: “As the UK’s most connected airport, Heathrow is proud to support iconic British businesses as they export around the world. We are excited to host the Walker’s Shortbread pop-up experience, which will provide passengers with the opportunity to share the joy of shortbread while on their travels during the festive season.”
Avolta UK Commercial Director Eve Fifer added: “We strive to deliver unique and immersive experiences that excite and inspire our customers. We are also keen to support heritage brands such as Walker’s, as they help us deliver that all important ‘Sense of Place’ and offer a connection for our customers to the spirit of Scotland and all things British.
“This striking pop-up showcasing Walker’s products and its proud Scottish heritage will definitely drive plenty of interest when travellers visit Heathrow Terminal 5.” ✈
