Nestlé International Travel Retail (NITR) is promoting its ambitious vision to take food centre stage in travel retail with an impactful makeover of The Moodie Davitt Report home page over the coming week.
At 77% of food purchases within travel retail, confectionery will continue to be the driving force for the category, Nestlé notes. As such the strategy focuses not just on the traditional confectionery category, but also on exploiting the opportunities across the wider food sector, encompassing local foods alongside global brands not yet widely present in travel retail. As the world’s leading food company, Nestlé said it is best placed to champion this growth strategy.
Nestlé’s VERSE model is the platform, through the key pillars of Value, Engagement, Regeneration, Sense of Place and Execution. Each one has a vital role to play in ensuring the key target of ‘food in 50% of baskets’ is met by 2030, if not before.
NITR is putting the VERSE growth model into action with a variety of tools, including a reimagined ‘Live Your Break 2023’ campaign for its KitKat brand.
The refreshed communication strategy targets Millennial and Gen Z-focused communities with a special focus on the Urban Explorer, Thrill Seeker, Social Connector and Wellness Unwinder shopper profiles. The campaign was previewed at the TFWA World Exhibition in Cannes and will roll out in key airports from 2023.
These consumer profiles will be targeted with product and lifestyle visuals that highlight the travel retail-exclusive KitKat Senses range. The visuals underscore the aspirational quality of the line.
“We believe that there’s never been a better, or more relevant, time to tell our consumers to #LIVEYOURBREAK,” commented NITR Marketing Manager Tamara Spada.
“KitKat is synonymous with breaks – and travel is once more becoming the ultimate break in the routine of our daily lives. Live Your Break 2023 will bring to life the emotive reasons people choose to travel, with a world of imagination, flair and excitement to be discovered and shared through a range of airport-exclusive KitKat products.”
Lifestyle visuals fall under the tagline ‘Break in a World of Flavour’ with trailers depicting both urban and rural landscapes. Product images carry the tagline ‘Bring Home an Exclusive Break’ and are connected by waves in different shades. The shades represent corresponding pack colours for KitKat Senses Tablets and highlight different key ingredients.
The KitKat Live Your Break 2023 strategy will incorporate NITR’s Digitally Connected Shopper approach using key visuals, activations and engagement across all strategic touchpoints.
It will leverage 360-degree communication tools that offer different messaging pre, during and post trip. Its main objectives are to build curiosity, create awareness and highlight the exclusivity of the line.
Spada added, “Our 2023 Live Your Break strategy combines three key messages: Break in a World of Flavour, Bring Home an Exclusive Break, and Only Available in Airports, all presented to travellers throughout their journey in a targeted and connected way, using a combination of advertising, branded POS and a full digital engagement toolkit.
“We are confident that this bright, colourful and meaningful campaign will further drive growth within the premium and gifting confectionery categories, while creating shared brand experiences that enrich and enhance our consumers’ travel journeys.”
