Mondelez WTR and Travel Retail Norway joins forces in Freia activation at Oslo Airport
Highlighting sense of place: Mondelez WTR and Travel Retail Norway (under Gebr. Heinemann’s leadership) partner in the Freia Corner at Oslo Airport
Mondelez World Travel Retail (WTR) is amplifying Freia’s Norwegian heritage with the launch of a new, redesigned corner, located in Oslo Airport’s duty free, enhancing the brand’s presence and visibility in the travel retail channel.
Timed fittingly with the celebration of the National Day of Norway, the activation highlights Freia as the country’s favorite chocolate. Travelers passing through the airport will experience an immersive brand activation, providing a memorable shopping moment that not only strengthens brand loyalty but also drives conversion by enhancing the overall shopping experience.
A Celebration of Norwegian Heritage
According to Mondelez WTR, Freia is more than just a chocolate brand; it represents Norway’s rich culture. As the largest and most beloved chocolate maker in Norway, Freia is synonymous with the spirit of the country. In the context of an evolving travel retail landscape, where more consumers look for products that reflect the essence of the places they visit, Mondelez WTR identified an opportunity to tap into Freia’s heritage to deliver meaningful mementos to travelers.
Insights show that passengers are increasingly interested in souvenirs with cultural significance. Shopping for souvenirs has become a key factor driving visits to the confectionery category, from 2019 to 2024 its influence has grown from 24% to 30%. This trend reaffirmed Freia’s relevance as one of Norway’s strongest brands and as a symbol of Norwegian culture.
Last year, Mondelez WTR launched an exclusive redesign of Freia’s tablet products to enhance their sense of place appeal by adding the country’s flag. Research also indicates how consumer behavior is increasingly becoming more experience-driven and impulse-led, with more passengers citing attractive looking stores as a motivation to visit duty free.
Guided by these insights, Mondelez WTR built on Freia’s branding momentum with a new redesigned space to further enhance the connection between global consumers and the Norwegian chocolate.
A Collaborative Effort for Authentic Brand Activation
The space initially opened in July 2024 in partnership with Travel Retail Norway, under Gebr. Heinemann’s leadership. It made significant strides to enhance Freia’s presence at Oslo Airport.
The Oslo Airport space offers an interactive brand experience
Now, building on its success, Mondelez WTR has relaunched the designated Freia corner to further spotlight the sense of place value and is celebrating this latest milestone with a dedicated activation. The space offers an interactive brand experience; a digital screen allows passengers to take a photo with selected Norwegian backgrounds, creating a fun and memorable way to engage with the Freia brand.
Early data indicates that Freia products featuring the new sense of place design are already among the best-sellers in the product portfolio. This success highlights the power of authentic brand messaging and the growing demand for culturally connected products. By embracing this industry opportunity, Mondelez WTR highlights its commitments to delivering unique experiences for travelers as it continues to drive conversion in the category.
Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez World Travel Retail, said, “We are excited to showcase Freia’s Norwegian heritage with our redesigned space at Oslo Airport. This immersive activation enhances Freia’s presence and offers travelers a memorable, culturally connected experience. Consumers increasingly seek products that reflect their travels or the specific places they visit, we are proud to deliver authentic, meaningful moments that delivers on this shopper need and drive conversion. By embracing Freia’s rich cultural legacy, we’re creating lasting connections with global travelers and enriching their journey.”
Terje Karlsen, spokesperson from Travel Retail Norway (part of Gebr. Heinemann), added, “The ongoing collaboration with Mondelez WTR has brought Freia’s heritage to life at Oslo Airport, adding a delicious yet unique Norwegian touch. The redesigned area and brand activation have allowed us to showcase Freia in a way that meets the demands of today’s travelers, offering them a piece of Norway that they can take home and a shopping moment that is exclusive to travel retail.”
