UK. British confectionery and gifting brand Cartwright & Butler has partnered with Avolta to launch its first-ever Scottish travel retail activation at Edinburgh Airport.
The pop-up, located in Avolta’s World Duty Free store, builds on Cartwright & Butler’s initial roll-out with the retailer across Scottish airports last October.
Running from 13 March to 8 April to capture the peak Easter travel period, the high-profile promotion features the brand’s refreshed Shortbread Collection alongside its heritage biscuit range. A trio of best-selling shortbread variants will be highlighted, with Lemon and Pistachio positioned as a key variant reflecting consumer trends.
In addition, the activation showcases the brand’s Travel Retail Exclusive Duo Packs. The format comprises two 150g tins featuring Milk Chocolate and Salted Caramel biscuits.
The campaign incorporates strong visual merchandising, premium displays and brand storytelling, designed to convey the craftsmanship, quality and heritage associated with Cartwright & Butler’s portfolio.
Cartwright & Butler Commercial Director Charlotte O’Neill commented: “We are delighted to unveil our first HPP in Edinburgh Airport. Following our successful debut in Scottish airports last October, we are thrilled to gain this extra space that allows us to showcase our fabulous new products.
“Thanks to the support of the Avolta team, we have another strong opportunity to continue building the brand in our home and most important market, the UK.”
O’Neill added, “Airports in general offer a powerful stage for brands to elevate in-store theatre, through strong visual storytelling and engaging sampling opportunities that capture travellers’ attention, inspire discovery and create memorable brand experiences.
“Edinburgh Airport in particular represents a key gateway for both international and domestic travellers, making it a strategic location for Cartwright & Butler’s continued expansion in the travel retail channel.”
Avolta UK Category Manager Food & Confectionery Jonathon McIvor commented: “We’re pleased to support Cartwright & Butler’s first airport activation in Scotland at Edinburgh Airport. The brand brings together strong heritage, premium quality and a clear sense of place, which resonates well with travel retail shoppers, particularly in a market such as Scotland.
“This activation gives us a strong platform to showcase both the refreshed Shortbread Collection and the new travel retail-exclusive formats in a way that drives visibility, relevance and gifting appeal in store.” ✈
