Gebr Heinemann scores with Street of Sweets

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Gebr Heinemann's Street of Sweets concept, a promotion running through all its major airport outlets in Germany has been praised by Nestlé International Travel Retail (NITR)

Gebr Heinemann's Street of Sweets concept, a promotion running through all its major airport outlets in Germany has been praised by Nestlé International Travel Retail (NITR). "It is a fantastic concept," said NITR regional sales manager Patrick Dorais, "and we are delighted with the results so far for our own brands."

Nestlé's Kit Kat and Cailler brands have become the Street of Sweets focus for the two month period from mid-September to mid-November, with a total of 25 custom-built display units set up in airports across Germany. Price promotions, hostess sampling, and competitions are all being used to attract additional customers.

For example at Frankfurt (pictured), Dusseldorf and Hamburg airports travellers purchasing Cailler Swiss Chocolates are being offered the chance to win one of three Longines watches worth SFr1,000 ($667) via a lucky draw (one watch per airport). "We ran a similar draw last year  which also combined these two quality Swiss items and it was very successful," commented Dorais. "We anticipated increases in sales volume during the promotional period but even we have been surprised at the results."

For 2003 Gebr Heinemann is planning to hold Nestlé Festivals at its major outlets. This follows the success of two Nestlé Festivals held earlier this year at Heinemann's Sweet Dreams chocolate shop in Istanbul. Various promotional concepts such as three for two, buy 400g get 200g free and price reductions were offered on core Nestlé brands. Istanbul will run another Nestlé Festival in January 2003 with new prizes.