Walker’s Shortbread is returning to this year’s TFWA World Exhibition in Cannes (2-6 October) after a nine-year break. The brand is revealing a new look alongside its World of Walker’s campaign and travel retail portfolio in the Blue Village [G4].
The Scottish biscuit manufacturer is bringing the World of Walker’s campaign to life through playful illustrations of global landmarks that offer a fresh take on the company’s heritage.
At the Walker’s stand, visitors will find a tasting experience with freshly warmed samples on offer. While there is a new look, the company said that the family recipe and quality ingredients of Walker’s shortbreads remain unchanged.
As reported, Walker’s recently partnered with Dufry for its exclusive global travel retail launch. The partners will roll out Walker’s products in more airport locations as the brand continues its travel retail expansion.
Walker’s already has a strong network in travel retail. This includes a presence in 55 Dufry stores globally, with upcoming launches with Aer Rianta International in September, followed by Dubai Duty Free and Qatar Duty Free in October.
According to the brand owner, the World of Walker’s gifting line was reimagined for today’s travelling consumer. It comprises new products, tailored market exclusives and updated lines. It demonstrates the brand’s drive towards sustainability as evidenced by its first fully-recyclable paper sharing bags and gifting tubes.
In addition, Walker’s is unveiling a Premium Festive collection ahead of the peak Christmas travel period. It has also curated a four-piece range housed in a seasonal World of Walker’s-themed design.
The Premium Festive line offers both gift boxes and gifting tube formats and includes products such as the Christmas Spiced Shortbread Tube (200g), Cranberry and Clementine Shortbread Tube (200g), All Butter Festive Shortbread Assortment Gift Box (460g) and Premium Six Mince Pies Gift Box (372g). The line was designed to appeal to travellers across domestic and global markets looking for premium Christmas gifts and seasonal souvenirs.
Walker’s Shortbread Managing Director Nicky Walker said: “This year has seen several milestones for Walker’s across global travel retail as we continue to celebrate our heritage and expertise. We remain committed to strengthening the opportunities across premium travel retail and bringing our shortbread to consumers around the world. We are excited to be coming back to Cannes to showcase the ‘World of Walker’s’ and our products to both long-established and new customers.”
Walker’s Shortbread Global Travel Retail Manager Amy Youl added: “Sustainability is at the heart of Walker’s Shortbread and as part of our continued investment into technology and innovation, our recent global travel retail range has seen a reduction of plastic of almost -50%. We will continue to work closely with our partners to keep our deep social responsibilities at the forefront of all that we do, protecting Scotland at its finest for generations to come.”
Please contact Global Travel Retail Manager Amy Youl amy.youl@walkers-shortbread.co.uk to make an appointment.
