UK. Mondelez World Travel Retail (WTR) has teamed up with Dufry company World Duty Free in an innovative football-themed activation at Birmingham Airport.
The promotion, which was launched in September, pairs UK chocolate brand Cadbury with the ‘Big Six’ football teams in the English Premier League.
It features an interactive photobooth offering travellers the opportunity to pose virtually with world-class football players from Arsenal, Chelsea, Manchester City, Manchester United and Tottenham Hotspurs, as well as a bespoke Cadbury FC team.
Travellers are able to personalise their photos by choosing their favoured teams and players to appear on a giant screen behind them.
The activation, which is exclusive to travel retail and the latest digital innovation from Mondelez WTR, can be adapted to include new players throughout the season.
Ratcliffe Fowler, appointed by Mondelez, was responsible for proposing the concept and designing and detailing the installation and content. Ratcliffe Fowler appointed luxury display specialist Emerald House Associates to fabricate the stand and installation.
Mondelez WTR Head of Global Sales Carlos Granados said: “From the Premier League to the top six football clubs, our Cadbury partnerships consistently deliver some of Mondelez WTR’s most exciting digital activations.
“These kinds of activations truly capture the power of partnership. When such widely celebrated brands join forces, remarkable things can happen, and we’re proud to debut this exciting concept with our great partners at World Duty Free and Birmingham Airport.”
Granados said Mondelez WTR is committed to returning the confectionery category to growth through fun, innovative and engaging digital experiences, which underline its Delighting Travelers category vision.
Cadbury Sponsorships Senior Brand Manager Nick Rogers commented: “The Cadbury Dugout is an excellent use of our Cadbury FC club partnerships we have with UK football clubs.
“To see our assets brought to life like this in the world of travel retail and leveraged at Birmingham Airport allows us to entertain, engage and interact with our consumers in a uniquely Cadbury way. We hope to see more of these activations going forward as people return to traveling, and in particular attending football games.”
Dufry Group Global Category Management Head – Confectionery, Food, Souvenirs & Toys Philippe Moryl added: “We are thrilled to once again partner with Mondelez WTR to bring such a fun and engaging experience to shoppers in our World Duty Free store. The interactive football-themed activation has been stopping travellers in their tracks and driving footfall, with very encouraging early results for Cadbury.”
As a partner in the project, Emerald House Associates (EHA) installed the promotion, ensuring the bespoke construction was airport-compliant. EHA created the 3D lifesize football, which forms the centrepiece of the podium unit design, housing a camera and ring light.
EHA Business Development Manager Emerald McNamara said: “This was a fantastic project for us to be involved in and allowed us to utilise the cutting-edge 3D printing equipment we have heavily invested in recently, which helps bring to life bespoke projects for our clients.
“We have worked with Ratcliffe Fowler on previous projects and were thrilled we could collaborate on this promotion for their client Cadbury, which allows football fans to be photographed with Premier League stars. It is a winning concept, especially as a host of famous faces feature on the interactive installation. It was an exciting challenge.”
