British premium confectionery and gifting brand Cartwright & Butler has strengthened its presence in travel retail through a summer promotional campaign in partnership with Avolta at London Heathrow and Stansted airports.
The activations ran from 6 August to 9 September at Heathrow terminals 3 and 5, plus three World Duty Free locations across London Stansted, with the brand reporting strong shopper engagement during the peak summer travel period.
The campaign marked Cartwright & Butler’s activation debut at London Stansted, building on its first Scottish airport promotion at Edinburgh Airport earlier this year, also in partnership with Avolta.
A central focus was the brand’s GB Union Jack souvenir collection, including the recently introduced Union Jack Gold edition of its Ultra Thick Double Chocolate Biscuits, exclusive to Avolta’s World Duty Free stores.
The wider range includes Selection Tins, 200g Biscuit Tins and newly launched Duo Packs, targeting international travellers seeking British-themed gifts and souvenirs.
The campaign combined prominent merchandising displays with daily product sampling and interactive shopper experiences.
Travellers were offered tastings of Cartwright & Butler’s new Single Serve Biscuits, including its bestselling Salted Caramel variety.
At London Stansted and Heathrow Terminal 5, a Spin The Wheel promotion offered passengers the chance to win Cartwright & Butler teas and biscuits.
Cartwright & Butler GTR Account Manager Cooper Arnett said the summer campaign had provided an important opportunity to raise the brand’s profile during the peak holiday sales period.
He highlighted the role of the Avolta partnership in showcasing the brand’s British heritage and gifting credentials, supported by sampling and interactive activities designed to encourage shopper engagement.
Arnett added: “As we continue to grow our footprint and visibility in the travel retail channel, we are increasingly investing in high-impact promotional activity that helps us reach new consumers – and convert that engagement into sales.”
Avolta UK Head of Country Commercial Management Kelly Leslie-Jones welcomed the campaign’s success, particularly Cartwright & Butler’s debut activation at London Stansted.
She commented: “Combining strong British heritage with exclusive products and interactive experiences is a great way to capture travellers’ attention and create memorable shopping moments.” ✈
