Mondelez WTR, Avolta and LALIGA team up in football-themed campaign in key Spanish airports
Mondelez World Travel Retail and Avolta kick off a partnership with LA across kay Spanish airports
Mondelez World Travel Retail (WTR) has entered a landmark partnership with LALIGA and Avolta, launching an engaging marketing campaign across major Spanish airports.
Starting this month (June), and leveraging football’s global appeal and the passion of the Spanish fanbase, the collaboration connects travelers with Mondelez’s popular brands.
The influence of football stretches well beyond the pitch. It is the number one sport globally and Spain stands out as the second most football-obsessed country in Europe, with 70% of its population following the sport. With football matches bringing people together and match days often seen as shared social occasions, this collaboration with LALIGA and Avolta is said to be perfectly positioned to create meaningful connections with travelers and fans alike and to encourage category growth across Spanish airports.
The football-themed campaign encourages customer engagement
Mondelez WTR said it recognized that this partnership “offers a significant opportunity to strengthen consumer engagement while offering them an astonishing travel experience”.
The campaign will roll out nationwide across all Avolta stores in Spain, immersing travelers in the excitement of LALIGA, with exclusive activities planned in leading airports in Madrid, Barcelona, and Malaga. At the heart of the activation is consumer experience through deep customer engagement.
At some locations, there are in-airport instant-win games, where shoppers who purchase Toblerone, Milka, or Oreo can participate in a gamified raffle to win exclusive football-themed prizes. In select locations, travelers can also enjoy interactive photoboxes, allowing them to choose a group of players for a virtual photo, which they can print instantly as a personalized keepsake. And in Madrid’s T4, an engagement event will feature the official LALIGA trophy and a special collaboration event by a LALIGA legend.
In addition, a year-round online raffle extends the excitement to football fans across Spain, offering highly desirable prizes such as match tickets for LALIGA games. The campaign has been brought to life through dedicated displays, special product packaging, and ad-hoc regional messaging designed to resonate with local consumers and further boost visibility.
The campaign is designed to create an emotional connection between football fans and Mondelez’s portfolio of brands
Through this high-profile partnership, Mondelez WTR said it leads to ground-breaking initiatives with the traveler at the heart of them. “The interactive mechanics and engaging in-store experiences are set to deepen consumer engagement, encouraging travelers to spend more time exploring the category’s offerings. The overall concept is designed to create an emotional connection between football fans and Mondelez’s iconic portfolio of brands, ultimately enhancing the customer journey at every touchpoint.
Beatriz de Otto, Senior Manager Customer Marketing at Mondelez World Travel Retail, said, “Football brings people together like nothing else, and this partnership lets us tap into that energy in a meaningful way. By activating at the heart of Spain’s busiest airports, we’re connecting with travelers and fans where their passion runs highest. It’s a unique chance to introduce our iconic brands in a setting that’s authentic and highly relevant.”
Philippe Moryl, Global Head of Food & Confectionery at Avolta, added, “We are proud to partner with Mondelez World Travel Retail and LALIGA to deliver an activation that celebrates Spain’s passion for football and also aligns perfectly with Avolta’s strategy of redefining the traveler’s experience through innovation and immersive engagement. By bringing the spirit of LALIGA to our stores across the country, we’re creating unique moments that connect passengers to the culture and excitement of the game. It’s a step forward in transforming the airport journey into a dynamic, vibrant experience; at Avolta, we’re committed to pushing boundaries and making every traveler’s moment count.”
