Mondelez WTR partners with Dufry in sustainability drive
Mondelez World Travel Retail has extended its Travel Retail Made Right agenda with its first-ever sustainability activation in the Levant region.
In collaboration with Dufry, the confectionery leader introduced its Ghana Mobility Initiative to Queen Alia International Airport (QAIA) in Amman Jordan, with Toblerone’s "Bag That Gives Back" campaign.
This marked the first time a sustainability activation has been hosted at the airport, spotlighting an ongoing initiative to help give back to cocoa communities in Ghana in partnership with Child Rights International and the Cocoa Life Program. The program centers on providing tricycles for local Ghanaian cocoa communities and aims to enhance mobility for children and small businesses.
Mondelez WTR is the first confectionery brand to host a sustainability activation at QAIA. The campaign began in September and will run until the end of November and encourages engagement from traveling consumers.
According to Mondelez WTR, the global expansion of these activations underlines the company’s, and its partner’s, dedication to delivering unique experiences and advancing the wider Travel Retail Made Right agenda. The activation also reflects its evolved category vision that focuses on driving greater penetration and accelerated conversion within the confectionery category.
The campaign’s popularity rides on its interactive element: a life-size wooden tricycle that allows travelers to better understand the mechanics of the initiative, whilst encouraging a contribution. For every kilometer cycled on the tricycle, a donation is made towards the campaign, and customers can also purchase an activation-exclusive Bag That Gives Back tote bag with proceeds going to the project.
Mondelez WTR’s presence at QAIA is said to align with the wider values presented by its retail partner Dufry, which recently unveiled a ‘mind.body.soul.’ shop-in shop concept at QAIA, to meet the increasing customer interest in purchasing more sustainable products. The partners said this latest iteration of Toblerone’s "Bag That Gives Back" campaign “drives forward the shared interest in advancing sustainability within travel retail and beyond”.
Beatriz de Otto, Head of Customer Marketing at Mondelez WTR commented, “Witnessing the growth of the 'Bag That Gives Back' campaign has been a feat for Mondelez WTR. Now, we are proud to build on that success by expanding our sustainability agenda into a new region.
“Our latest activation in Amman speaks to our commitment to advance the Travel Retail Made Right agenda. We are proud to partner with Dufry who not only share the same values but have also trusted us to bring sustainability to Queen Alia International Airport for the first time.”
Dury’s Global Category Management Head for Confectionery & Food, Philippe Moryl said, “Dufry is committed to meeting and exceeding customer expectations. When travelers walk through our airport, we want them to have an unparalleled experience, part of that means delivering products, services and activations that they are interested in.
“Sustainability is now a compulsory aspect of the traveler journey; we are thrilled to bring sustainability to Queen Alia International Airport with its first ever activation hosted by Mondelez WTR. The 'Bag That Gives Back' promises engagement, delicious chocolate and an emphasis on our collective commitment to advancing sustainability within travel retail.”