UK. Walker’s Shortbread has joined forces with Avolta’s World Duty Free to unveil a pop-up at Edinburgh Airport.
The eye-catching activation, running until 2 September, invites travellers to experience ‘the joy of shortbread’ through a sensory journey involving sight, smell and taste. The promotion coincides with the Edinburgh Fringe Festival (2 to 26 August) – which drew travellers from over 170 countries last year – with 15 million travellers expected to pass through the city’s airport in 2024.
With a focus on Sense of Place, Walker’s offers travelling consumers a ‘journey’ to the brand’s hometown of Aberlour in the Scottish Highlands, with atomisers on-stand to echo the smell of freshly-baked shortbread.
Underlining Walker’s provenance and heritage, the pop-up features illustrations of well-known Scottish landmarks alongside a 3D replica of Joseph Walker’s original baker’s van. Walker’s tartan is a running theme throughout the designs, creating a photo-friendly backdrop.
Sampling the all-butter shortbread is encouraged, and customers are offered complimentary postcards highlighting Scottish designs.
Shortbread-themed signs guide shoppers to Walker’s personalised vending machine within the World Duty Free store at Edinburgh Airport, where they can take a digital quiz to discover Walker’s products that match any occasion.
Walker’s Shortbread Head of Commercial Strategy Bryony Walker said: “As a proud Scottish brand, Walker’s new pop-up site aims to engage international audiences visiting Edinburgh in an exciting and memorable way.
“We have embodied Scotland’s ‘friendly and welcoming’ reputation to create something that is not just a shopping experience, but a journey through Walker’s heritage using sight, smell and taste to bring to life the joy of shortbread.”
Edinburgh Airport Head of Retail Linsey Jordan added: “Many passengers like nothing better than to stock up on Scottish favourites as they pass through the airport. As Walker’s Shortbread is always a top choice it’s no surprise that this eye-catching installation is proving a big hit.
“As travellers from across the world come to Edinburgh to enjoy the festival – and experience the very best of Scotland – we’re pleased to work with Walker’s on showcasing one of Scotland’s most loved treats in a unique way throughout August.”
Avolta Head of the Confectionery Category in the UK Jonathan McIvor commented: “At Avolta, we know that consumers want to be immersed in unique and memorable shopping experiences.
“Through collaborations with brands such as Walker’s, we can deliver on this mission while bringing heritage and culture to the forefront of what we do. Travellers from over the world will now be able to visit this exciting pop-up to experience the true essence of Scotland.” ✈
