Ferrero Travel Market has teamed up with Dufry to execute a Golden Gallery promotion at Milan Malpensa Airport.
Located in Terminal 1, the promotion invites passengers to sample Ferrero’s travel exclusive Golden Gallery praline assortment with the help of a chocolate specialist. While wearing an airline-style sleep mask, travellers are asked to taste one of the four new pralines: Ferrero Manderly, Ferrero Tenderly Torroncino, Ferrero Tenderly White and Ferrero Cappuccino, and to guess the dominant flavour. After the tasting, the specialist explains the aromas, flavours and ingredients of the pralines.
 |
The Golden Gallery pralines are presented in Ferrero’s recognisable pyramid shape |
 |
Guess the flavour: consumers are invited to take part in a blind tasting |
Following participation, customers receive the re-usable Ferrero mask as a free gift and are invited to purchase the Golden Gallery assortments in either the T22 (216g) or the T34 (327g) size.
Ferrero Travel Market General Manager Francois Godin said: “Ferrero Travel Market designs its promotions in close co-operation with the retailers to ensure that we appeal to the consumer base at that particular airport. The new Ferrero praline activation is very refined, as befits our luxurious praline collection, with a stunning hexagonal display case and trained chocolate experts like you would associate with the world of premium patisserie. Blindfolding the passenger and asking them to guess the flavour of the praline means that there is direct engagement with the brand as well as a bit of fun for the passenger.”
 |  |
The multi-sensory element of the activation allows consumers to directly engage with the brand | |
The Golden Gallery activation follows Ferrero’s Tic Tac promotion which took place at Milan Malpensa in October. The promotion featured a Tic Tac Toe game pod, in which passengers challenged a companion or the Tic Tac hostess to get three supersize Tic Tacs in a horizontal, vertical or diagonal row, and a photo booth opportunity linked to Instagram.
Dufry Group Head of Food & Confectionery, Souvenirs, Toys Manuela Facheris commented: “Ferrero Travel Market introduced an element of fun into the retail area with its Tic Tac promotion in October which encouraged consumers to play a game and share their Tic Tac photo profile on Instagram. This generated a lively atmosphere and appealed particularly to younger passengers. We are delighted to work with the team again on this luxury Ferrero praline activation and we anticipate similarly excellent results.”
 |
Ferrero said the Tic Tac promotion effectively engaged passengers |
 |
Bringing fun to retail: travellers take time out to play the interactive Tic Tac Toe game |
