Mondelez and Heinemann launch confectionery campaign

Bill Lumley


Promiotional concept drives Mondelez World Travel Retail ambition for $3bn category growth

Mondelez World Travel Retail (MWTR) and Gebr Heinemann have announced details of a new Toblerone promotional campaign entitled Out of the Blue. The promotion follows the announcement from the supplier last year at the Tax Free World Association Conference and Exhibition in Cannes of its aim to drive $3bn growth in the confectionery category.

The campaign was devised to support the launch of the newest addition to the Toblerone range, Toblerone Crunchy Almonds, with an exclusive in-store theatre event at Frankfurt airport. During the promotion travellers were presented with a tasting activity of Toblerone Crunchy Almonds and with a state-of-the-art, gold conveyor belt laden with real 400g Toblerone tablets. The concept is exclusive to Gebr Heinemann.

Gebr Heinemann purchase director Rüdiger Stelkens said: “We consider Mondelez World Travel Retail as a reliable partner within the confectionery category. We were impressed by the concept and are pleased with the professional execution of the Toblerone activity, as well as the impact it had on the brand’s performance in our Frankfurt store.”

MWTR managing director Andreas Fehr added: “Our team is dedicated to the industry and we have amazing brands which can deliver results, sometimes beyond our expectations. I emphasised last year that partnerships and traveller-focused activities are key in the growth of travel-retail, and I am delighted when I see our theory being exceptionally executed through our iconic brand at a key location of our retail partner.”

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(29-Nov-2013) - The travel-retail activation increases sales of its Toblerone brand
(25-Jun-2013) - The Out of the Blue campaign offered tastings, displays and in-store digital and physical games to promote the Toblerone brand
(29-Jun-2014) - A similar activation is scheduled for Oslo airport
(17-Jul-2013) - Nine months ago—when it was still called Kraft Foods World Travel Retail—Mondelez International World Travel Retail (MIWTR) hosted a breakfast presentation in Cannes where it boldly claimed that the confectionery category could achieve $3bn growth over three years
(27-May-2014) - The pop-up at Madrid airport saw sales of Toblerone rise 50% for Mondelez since its opening