SWITZERLAND. Following the success of its Soul of Chocolate exhibition staged in 2006, Flughafen Zürich (Zürich Airport) has been showcasing the latest marketing event, dubbed Chocolate Fest.
Executed in partnership with Confiserie Sprüngli and The Nuance Group, the topic of this year’s exhibition, which began on 19 February 2010, is ‘Total Chocolate’, centring on different themes, ranging from the history of chocolate to modern production methods.
Passengers can watch how chocolate craftsmanship turns raw materials into sweet treats, ready to be tasted on-site. The raw material is not only displayed, but may also be purchased in sublimated form and packed in sophisticated boxes.
“Pleasure and enrichment”
“It is both a great pleasure and enrichment to see our passengers enjoy this exhibition,” said Zürich Airport AG Head of Marketing Retail & Service Patrick Graf. “Along with a strong commercial target, the Chocolate Fest also aims to sweeten our passengers dwell-time while they travel.
“Our partners’ efforts – Confiserie Sprüngli and The Nuance Group – as well the engagement of all the brand owners who made this event not only possible, but also successful, has proven once again how powerful a Trinity approach can be, and how important it will be also in the future to strengthen the relationship between airport operators, concessionaires and brand owners.”
Confiserie Sprüngli AG Chairman of the Board Milan Prenosil Sprüngli added: “We are happy to be able to participate with great enthusiasm in the Chocolate Fest event. We highly appreciate that we are given the opportunity to present the quality and freshness of our products and the manufacturing methods to a wide, interested, national and international public. We would like to thank the representatives of Flughafen Zürich AG for their professional support and co-operation.”
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Taste and experience
The mission statement for Chocolate Fest is ‘Taste, experience, win, and be informed’, according to Zürich Airport. “The chocolate producers are as multifaceted as Switzerland itself,” the airport operator continued.
Suppliers including Toblerone, Confiserie Sprüngli, Lindt, Chocolat Frey, Nestlé Suisse, Beschle Chocolatier, Ferrero and Goldkenn have taken up eight different locations within the airport’s Airside Center.
The Nuance Group Europe Director Buying & Merchandising Alex Anson commented: “We are delighted to be able to stage Chocolate Fest in close collaboration with our partners at Zürich Airport and key vendors including Lindt, Kraft, Frey and Nestlé, among others.
“We strongly believe in adding value to the product through education and entertainment and bringing these components together to passengers in total category events as we are doing at Zurich Airport, which is already proving successful in driving increased capture and overall sales as well as delighting passengers and customers.”
Contest for creative chocolatiers
The highlight of the Chocolate Fest is a contest among apprentices. Eight trainees from the Zürich and Aargau area have displayed their handmade chocolate sculptures in glass cases. Passengers are invited to participate in the contest and determine the winning objects, which will later be awarded by Zürich Airport. The international Jury will represent the airport passengers. The winners of a total of 100kg of chocolate will be drawn among the contest participation forms.
The Soul of Chocolate exhibition, staged in 2006, was the first in Zürich Airport’s Best of Switzerland experiential marketing series.
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