GERMANY. Chocolate company Ritter Sport has launched a major World of Chocolate concourse activation at Frankfurt Airport alongside Media Frankfurt.
The colourful, August-long campaign puts the spotlight on the brand’s sloth mascot Don Choco and has the tagline, #DiscoverRitterSport. It is located in Frankfurt Airport Terminal 2 (Non-Schengen Zone).
The promotion has been designed to continue the brand’s sustainable campaign message, launched first at Zürich Airport in June. The campaign aims to build awareness of Ritter Sport’s 30-year sustainable brand journey and to bring an interactive, experiential element to the way travellers discover the brand. This includes highlighting its travel retail-exclusive lines through educational and entertaining digital elements.
At the airport pop-up, a Colourful World of Chocolate Infotainment tower outlines the brand’s carbon neutral certification journey.
The company’s chocolate machine attracts consumers with the slogan ‘What’s Your Flavour?’ and offers travellers the opportunity to taste Ritter Sport’s chocolate. By answering a few onscreen questions from Don Choco via their mobile devices, travellers can receive chocolate gifts from the touchless vending machine.
Don Choco’s home, the cocoa tree, is the centrepiece of the promotion area and symbolises sustainability. The infotainment content promotes the brand’s recent carbon-neutral certification in 2020. The integrated digital screens also feature the ‘incredible journey of Don Choco’ with QR codes and links to further online information.
The pop-up is being supported by colourful media displays in high visibility locations throughout the airport with a call to action to visit the promotion area.
“At Frankfurt Airport we wanted to further amplify our Colourful World of Chocolate brand activation through the combination of digital advertising and interactive campaign space,” commented Ritter Sport Marketing Manager Travel Retail Kerstin Krüger. “This storytelling promotion has been a great way to showcase our sustainability journey and bring our cute sloth mascot Don Choco to life.
“He is both our brand ambassador and central character for the promotion; by replicating the activation’s visual imagery across digital billboards elsewhere in the airport, we can draw attention to the story behind our cocoa farms at El Cacao in Nicaragua.”
Ritter Sport adopts and promotes sustainable agricultural practices in its Nicaraguan cocoa farm, El Cacao, which the company has owned since 2012. Ritter Sport claims to be the first major chocolate manufacturer to produce exclusively certified and sustainable cocoa for its entire range.
Footnote (1): 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.
As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Sustainability Curated, in association with L’Occitane. It offers a curated selection of key sustainability stories in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Sustainability’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
