INTERNATIONAL. Hershey World Travel Retail is partnering with Dufry for an extensive Reese’s chocolate campaign across some of the retailer’s key locations in the Americas, Europe and the Middle East.
The campaign launch is accompanied by a colourful makeover of The Moodie Davitt Report website to coincide with World Chocolate Day on 7 July.
The exclusive collaboration with Dufry invites travellers to ‘peanut butter your journey’ through a series of high-profile promotion displays alongside in-store sampling in selected locations.
The campaign runs throughout July in the Americas, and October and November in Europe and the Middle East. It offers shoppers a -30% discount when they purchase two of Hershey’s 355-385g travel retail-exclusive pouches.
In a first for Hershey World Travel Retail, the manufacturer will be using Dufry’s Emotion+ programme to create an omnichannel experience in São Paulo, driving excitement for the campaign via Dufry’s online store and social media.
This will allow passengers to reserve their items online and later collect in-store, ensuring distinct and consistent messaging across the whole path to purchase.
The Hershey Company World Travel Retail Director Rebecca Wong said the US-based snacking company is anticipating a strong year, and Reese’s – a notable performer for Hershey in both travel retail and domestic markets in recent years – has a major role to play.
As part of its growth plans, Hershey has already introduced two new lines to Reese’s travel retail portfolio this year: Reese’s Peanut Butter Cup THiNS, which are 40% thinner than regular Reese’s, available in both milk and white chocolate; and Reese’s Milk Chocolate Peanut Butter DiPPeD PreTzels, part of the wider Hershey’s DiPPeD PreTzels range.
Wong said, “According to a recent Barry Callebaut study, almost three in five people prefer chocolate that has multiple tastes and textures, and Reese’s – with its creamy peanut butter filling and smooth chocolate exterior – offers the perfect combination of sweetness and saltiness to delight consumers.”
The Hershey Company General Manager for Europe & World Travel Retail Jackson Hitchon commented: “We know Reese’s is deliciously different, it is not your ordinary product and that is something we celebrate – we are inviting everyone around the world to ‘peanut butter their journey’, to taste the combination of chocolate and peanut butter goodness, and to love that difference.”
Dufry Global Product Manager for Food Bruno Stäuble added, “The execution of the Peanut Butter Your Journey campaign with Reese’s – the number one US confectionery brand – is a global and exclusive campaign that travellers will discover in Dufry stores at a selection of airports around the world. With multiple executions across the calendar in all regions, it will give our customers the opportunity to interact with Reese’s and share their experience with others.
“It was important for us to build on the great partnership we have enjoyed with Hershey for many years, and to support the expansion of the Reese’s brand beyond the Americas region where we already recognise its strong appeal.
“As we see more and more travellers in airports, this campaign offers a great opportunity to reconnect with our customers. We are delighted to work with Hershey to showcase Reese’s and celebrate all the unique ways in which our customers enjoy Reese’s products.” ✈
