UAE. Italian wafer and chocolate brand Loacker has teamed up with Lagardère Travel Retail for a high-profile campaign at Zayed International Airport, marking the brand’s year-long centenary celebrations.
Running through 30 November, the activation is set in a high-traffic spot at the entrance to the flagship duty-free store’s main confectionery section.
Travellers are invited to immerse themselves in the Loacker experience through interactive live pastry workshops, crafting their own wafers with the brand’s signature ingredients and craftsmanship.
The space offers tastings of the brand’s bestsellers, with brand consultants on hand to enhance the experience.
The company traces its origins to 1925, when Alfons Loacker purchased the Bolzano patisserie where he had trained as a young boy and produced the first ‘Bolzano wafer’.
Loacker’s success endures a century on, with its signature wafer-thin creations layered with flavourful creams evolving into a global portfolio spanning more than 100 countries.
The company’s 100th anniversary has been marked by high-impact travel retail campaigns, product launches and commemorative packaging, highlighted by the launch of the ‘Goodness is a Rebel’s Choice’ platform earlier this year, alongside other related initiatives.
Loacker Deputy Business Director Middle East Daniel Kerschbaumer commented, “We are delighted to celebrate Loacker’s 100th anniversary with this special HPP activation in partnership with Lagardère Travel Retail at Zayed International Airport, Abu Dhabi.
“The pop-up allows travellers to create their own fresh Loacker wafer and explore our full product portfolio – showcasing Loacker’s 100-year heritage, and reinforcing our commitment to quality, tradition and innovation.”
Loacker Head of Travel Retail and Duty Free Juan Miguel Cabrera added, “Our collaboration with Lagardère Travel Retail at Zayed International Airport, Abu Dhabi reflects a strong and ongoing partnership built on shared values.
“It also highlights our commitment to delivering engaging, premium retail experiences for international travellers, while advancing our global expansion strategy across high-growth and emerging GTR markets.
“We are immensely proud of everything Loacker has achieved during its first centenary. Travel retail will continue to play a pivotal role as we lay the foundations for the next 100 years of success.”
Lagardère Travel Retail VP-Marketing Renee Mallia said: “The Loacker 100th anniversary activation has truly elevated the passenger experience at Abu Dhabi Duty Free. By combining interactive elements such as live pastry workshops with premium sampling, this pop-up has created a unique sense of engagement and discovery for travellers.
“It’s a great example of how meaningful brand partnerships can add real value to the airport journey. Loacker has been an outstanding partner, and together we’ve delivered an activation that blends heritage, quality and innovation, making every moment at the airport even more memorable.” ✈
