Kraft Foods World Travel Retail (KFWTR) has reported a record number of visitors to its stand at the TFWA World Exhibition in Cannes last month.
Besides highlighting a range of novelties from Toblerone, Cadbury and Milka, the company also premiered new shopper insights, a new worldwide Toblerone promotion and the travel retail launch of biscuit brand Oreo.
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The Kraft Foods World Travel Retail team saw a record number of visitors to its stand at the TFWA World Exhibition in Cannes last month, where the company shared with retail partners the latest news from its shopper insight studies |
KFWTR shared with retail partners the latest news from its shopper insight studies, based on interviews and behavioural observations at airports around the globe. One outcome of this “˜insights into action’ programme is a video detailing a shopper’s journey through a store, with insights and recommendations as to how shop layouts, assortment and merchandising can be optimised.
Retail partners also were invited to discover KFWTR’s “˜Cash Till Advisor Application’, an interactive retail tool it said was developed as a result of extensive market insights.
KFWTR Senior Brand Manager Anna Somogyi commented: “We enjoyed a very positive response to our latest consumer research and global retail observations, which we were delighted to share with our retail partners. We firmly believe that projects such as the new Cash Till Advisor Application are the future – using our cutting edge shopper insights to address retailers’ location specific requirements and deliver a solution that can be tailored in real time during a meeting. This is just one of the first elements of a number of exciting projects in the pipeline. Look out for more details in future e-news updates.”
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Kraft’s “˜Cash Till Advisor Application’, an interactive retail tool developed as a result of extensive market insights |
The company also reported positive feedback to the “˜Toblerone Travels the World’ promotion, which will launch in 2012 supported by a 360-degree marketing programme.
Building on the status of Toblerone as a travel gift, the promotion involves a series of limited edition 750g Toblerone bars in vintage suitcase-inspired sleeves. Eye-catching POS displays and strong promotional support, such as Toblerone Luggage Tag GWPs, link to the travel theme.
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Kraft Foods’ “˜Toblerone Travels the World’ promotion will launch in 2012 supported by a 360-degree marketing programme, and features a series of limited edition 750g Toblerone bars in vintage suitcase-inspired sleeves |
Finally, the TFWA World Exhibition provided an ideal launch platform for a travel retail exclusive range of Oreo, hailed by KFWTR as the world’s most popular biscuit brand.
Consumer research has revealed that Oreo enjoys high brand awareness among top travelling nationalities as well as scoring highly on image attributes such as “˜uniqueness’ and “˜a brand I love’, KFWTR said. The company also discovered from shopper interviews that almost 40% of those asked stated their primary reason for currently not buying biscuits in travel retail was that “˜the product didn’t fulfil my needs’.
The launch of a travel retail exclusive range of Oreo products represents the next step in the brand’s international development.
This is KFWTR’s first foray into the currently underdeveloped biscuit category and one which promises high potential for incremental sales growth: 26% of non-confectionery buying shoppers surveyed stated that they would consider buying biscuits in the future, it said.
Commenting on this year’s Cannes exhibition, KFWTR Managing Director Andreas Fehr said he was delighted by the response to the company’s new initiatives. “The feedback regarding the travel retail exclusive Oreo range was even better than we expected and I truly believe that this global power brand has a key role to play in travel retail and, more specifically, in the development of the channel’s biscuit category. Overall, our experience at Cannes has provided us with confidence for the coming year. Thank you to everyone who visited our stand.”
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The KFWTR stand in Cannes featured eye-catching displays for the company’s leading brands |
