Kraft Foods WTR wins in-store marketing award for Bassett’s

The award-winning 3D display unit

Kraft Foods World Travel Retail (KFWTR) and its supplier Sector Design have won a Silver POPAI award 2012 for the development of the 3D Bertie Bassett’s display launched on the market this year.

The Bassett’s entry won against competition from leading players in other categories of the travel retail industry as well as strong activation concepts from key snacking competitors such as Coca Cola, Ferrero and Pepsico, to take the industry award.

The Bassett’s travel range has been repositioned and relaunched in 2012 with the aim of reinforcing the brand’s emotional connection with travellers and widening its target audience.

As a main communication direction, the brand’s mascot, Bertie Bassett, has been brought back into the spotlight, both on the pack design and at the point of sale, to “present an approachable and friendly face that will bring consumers closer to the brand”, the company said. Following this marketing line, KFWTR and Sector Design developed an eye-catching display unit featuring Bertie Bassett to carry the colourful candy range at secondary placements in-store while creating a strong visual impact for shoppers.

“Creating an emotional bond with shoppers is crucial in travel retail in order to leverage the benefits of having a captive audience. In that sense, Bertie Bassett represents the perfect tool to achieve this in a straightforward and efficient way,” commented Kraft Foods World Travel Retail Manager Category Marketing Nicole Hatt.

“It was a fantastic surprise to get the Silver award for this display, considering the high number of entries from leaders in a wide array of categories, such as cosmetics, electronics and even the movie industry. Obviously the creativity and expertise of Sector Design were key to the development of this remarkable unit.”

About Mondelēz International

Mondelēz International Inc is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages. The company comprises the global snacking and food brands of the former Kraft Foods Inc following the spin-off of its North American grocery operations in October 2012. Its portfolio includes brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums. The company has annual revenue of approximately US$36 billion and operations in more than 80 countries.

Food & Beverage The Magazine eZine