Confectionery brand Cadbury has partnered with Blackjack Promotions for its latest “Say it with Chocolate” in-store promotion at London Stansted and London Heathrow terminal five. The activity runs from April 15 to June 30 at London Stansted and between September 2 and November 17 at London Heathrow terminal five.
The promotion will see Blackjack staff offering shoppers samples of the Cadbury Dairy Milk range and opportunity to personalise packs of three chocolate bars using a selection of stickers, which can be applied to a gift-sleeve.
Cadbury has created six different personalised stickers. Three of them feature generic messages—Thankyou!, I [heart] you and Congrats!—while the other three have London-specific messages and images, including I [heart] London, a classic London route-master bus modelled in chocolate and a Buckingham Palace-style sentry box and guardsman, again in chocolate.
The activation will be supported by bespoke “Say it with Chocolate” gondola end display-stands and point-of-sale material including space where stickers and sleeves can be displayed.
Blackjack Promotions account manager luxury, confectionery, World Duty Free Group and airport retailers Kay Walker said: “It’s always exciting working with Mondelez and this in-store promotion will give passengers the chance to add a unique personal touch to their chocolate—the perfect gift for friends and loved ones!”
Mondelez World Travel Retail (WTR) category manager marketing Nicole Hutt commented: “From our global shopper research we learned that more than 60% of travellers think chocolate makes a good souvenir in a duty-free store. To capitalise on this knowledge we developed a promotional concept which draws on the unmistakable visual identity of Cadbury and adds value to both shoppers and the retailer.
“The promotion delivers on the three pillars of our ‘Delighting Travellers’ confectionery vision in travel retail—‘More Shoppers’, ‘More Spend’ and ‘More Often.’ This is a perfect example of how Mondelez WTR is driving category growth by using shopper insight to increase store footfall and stimulate impulse purchases.”
Originally posted DFNI | 14 April 2015