USA. The Hershey Company and DFS Group have partnered in a pop-up promotional space at New York John F. Kennedy International Airport that brings together Hershey chocolates alongside non-confectionery Hershey-branded items for the first time in travel retail.
The exclusive line-up is available only at the airport and in Hershey’s Chocolate World stores in Times Square, New York and Hershey, Pennsylvania.
Hershey Travel Retail Team Lead Customer Marketing Nancy Amato said: “This pop-up space will be in place through the end of August and promises to deliver a consumer experience that will generate excitement for the confection category in this airport retail environment.”
The promotion includes interactive elements such as a strategically-located ‘Miss Kiss’ mascot statue. Customers are being encouraged to take photographs and share them on social media. A branded customisation station enables customers to create a label, with their image and message, for a New York City-themed gift box when they purchase four Hershey Giant Bars tablets.
“Tablets and gifting play a large role in confectionery purchases within travel retail,” Amato added. “We strategically brought these two together for this activation, making a very desirable, destination-themed traveller gift.”
Other highlighted products include Hershey-branded plush toys and pillows.
DFS Group Managing Director North America Mark Sullivan commented: “We are delighted to offer our travelling customers an exclusive selection of exciting Hershey products at JFK International Airport Terminal 4 this summer.
“DFS is proud to partner with the Hershey brands in creating new and engaging ways to interact with our consumers.”
Hershey Team Lead for Travel Retail Americas Mariely Prudencio added: “At our JFK-DFS pop-up store, the unique products, interactive elements and ‘Miss Kiss’ statue makes it fun to shop.
“Consumers can buy unique, NYC-themed souvenirs or create a personalised Hershey gift. The whole store is fun and engaging.
“It is the result of a strong and collaborative partnership between the DFS and Hershey teams, sharing a passion to offer travelling consumers an exciting, unique shopping experience”.
