Mondelez World Travel Retail (WTR) is leveraging the growth of the biscuits sub-category in travel retail with a major campaign for Oreo in several airport locations worldwide, including London, Singapore, Paris and Spain.
Mondelez WTR’s biscuit portfolio comprises Oreo, which launched in global travel retail in 2012, and cookie brand Chips Ahoy!, which was introduced to travel retail in 2015.
Aiming to further drive the penetration of biscuits in the channel, Mondelez WTR built the Oreo campaign around a series of activations which targeted families travelling over Easter and summer. During the Easter period, Mondelez WTR teamed up with World Duty Free at London Stansted Airport from 15 March to 11 April to transform the in-store Contentainment (CTT) area into an Oreo Zone. The space was designed to express the playful identity of Oreo, incorporating the brand’s signature blue POS displays.
To increase awareness of the in-store activation, Mondelez WTR implemented a 360° programme that included advertising on key social media networks such as Facebook, Instagram and Twitter, as well as global airport app FLIO. Travellers were invited to explore the Oreo Zone at Stansted Airport, where they could challenge each other in a giant Oreo Connect 4 game.
As part of the promotion, which also featured Chips Ahoy!, customers who spent more than £10 (US$13) received a mini Oreo Connect 4 game as a GWP. Customers who spent over £20 (US$26) received a set of Oreo branded headphones. Travellers could also pre-order online through World Duty Free’s Reserve & Collect service.
In April, Mondelez WTR partnered The Cocoa Trees in Changi T1 and T3 to deliver a Sense of Place activation, which featured the Oreo brand with destination and travel-themed visuals, merchandising displays and the Oreo mascot. Travellers had the opportunity to take photos with the giant-sized Oreo cookie character and upload them online with the hashtag #travelwithoreo.
At Paris Charles de Gaulle and Orly airports, Mondelez WTR and Lagardère Travel Retail featured an Oreo and Chips Ahoy! branded bicycle push cart in Buy Paris Duty Free. The blue cart featured Mondelez WTR’s bestselling biscuit items, including Oreo Messages, Oreo Tin, Mini Oreo and Chips Ahoy! Tin. During May, travellers were offered sampling opportunities.
From 1 June to 4 July, the Oreo activation is taking place at Madrid Airport, in the CTT area of Dufry’s T4 Schengen store. This will be followed by tasting activations in September in the UK at Heathrow, Birmingham, Manchester, Glasgow and Gatwick airports.
Mondelez WTR Manager Category Marketing Irina Tarabanko commented: “Mondelez WTR is committed to growing the biscuits sub-category by creating concepts which leverage our iconic Oreo brand. The strong visual identity of Oreo makes it possible for us to express the brand in a variety of formats, whether it is through a high-profile CTT activation or more compact installations.
“The campaign has generated strong double-digit sales uplifts for Oreo and significant digital and consumer engagement, delivering on all three pillars of our ‘Delighting Travelers’ vision – ‘More Shoppers’, ‘More Spend’, and ‘More Often’. We look forward to creating more memorable moments for Oreo fans in travel retail.”
