UAE. Mondelez World Travel Retail (WTR) and Dubai Duty Free (DDF) have partnered for a Toblerone campaign that resulted in the planting of 5,000 trees in April to mark Earth Month.
The reforestation drive saw Mondelez WTR and DDF run several high-profile sustainable activations for Toblerone in Concourses A and D at Dubai International Airport (DXB). The pop-ups also ran at numerous secondary spaces across all terminals and were supported by digital advertising on the retailer’s ecommerce platform and social media channels.
As reported, Mondelez WTR partnered with One Tree Planted in October 2021 and pledged to plant one tree in the Andes Mountains, Peru, India and the Philippines for every Toblerone purchased in select locations in global travel retail.
“It has been very rewarding to observe the customer response to the Toblerone initiative and the One Tree Planted campaign, which not only welcomes travellers back with a familiar and trusted brand, but supported them in giving back to the environment,” commented Dubai Duty Free Executive Vice Chairman and CEO Colm McLoughlin.
“We’re proud to champion such impactful sustainability initiatives as we enter an era of renewed growth and purpose for travel retail.”
The reforestation project not only protects the environment but also encourages participation from the surrounding communities.
Thanks to the campaign, Toblerone enjoyed high double-digit growth during the activation period versus 2019, with sales of the brand’s popular 360g bars increasing significantly compared to 2019 sales figures.
Mondelez WTR Head of Global Sales Carlos Granados added, “Restoring the confectionery category to growth through close collaboration with our retail partners has remained at the top of our agenda at Mondelez World Travel Retail, and key to our strategy has been demonstrating that we are listening to our traveling consumers’ needs.
“Our long-standing partners at Dubai Duty Free have always shared our commitment to the category and recognise the importance of sustainability for travellers. This achievement underlines the power of Toblerone as an icon in travel retail and a brand with real purpose, but more importantly, what we can achieve through our dedicated partnerships. We’re looking forward to seizing more opportunities to drive growth for the channel together.”
Note: The Moodie Davitt Report’s portfolio of titles included Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.
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