AUSTRALIA. Mondelez World Travel Retail (WTR) has launched Toblerone’s Bag That Gives Back campaign in Sydney Airport with Heinemann Australia. It is running throughout August and September.
The campaign builds on successful Bag That Gives Back activations in Europe and Middle East travel retail and shines the light on Mondelez WTR’s efforts towards building a more sustainable supply chain.
The activation marks the confectionery company’s first corporate social responsibility (CSR) campaign in Asia Pacific travel retail.
A life-size wooden tricycle is a standout element. For every kilometre cycled, a 1AUD (US$.64) donation goes towards Mondelez WTR’s Ghana Mobility Initiative, a project centred on providing tricycles for local Ghanaian cocoa communities in partnership with Cocoa Life and non-profit organisation Child Rights International.
The pop-up drives Mondelez WTR’s commitment to advancing its Travel Retail Made Right promise around the world. It educates travellers on the confectionery giant’s sustainable commitments – including the Ghana Mobility Initiative – through a series of interactive elements.
At the pop-up, travellers can enjoy special price promotions when they purchase two 360g Toblerone bars or two 270g Toblerone Tiny Bags.
The Ghana Mobility Initiative is a collaboration between the Mondelez World Travel Retail team, Cocoa Life and Child Rights International. It is centred on providing tricycles for local Ghanaian cocoa communities with the aim of enhancing mobility for children and small businesses.
Heinemann Asia Pacific Director of Purchasing – Beauty, Liquor, Tobacco and Confectionery Ranjith Menon commented: “We are delighted to partner with Mondelez WTR as it marks its first ever Bag That Gives Back activation in the region. This campaign encompasses our collective commitment to making a positive impact through travel retail.
“The campaign is a great blend of raising awareness for an impactful cause, while bringing something new and exciting to the airport environment for passengers to enjoy. Over the next few weeks, we hope that travellers engage with the campaign, make a positive contribution and walk away with a better understanding of the communities that make their chocolates.”
“We are proud to bring yet another iteration of the Bag That Gives Back campaign to a new part of the world,” added Mondelez WTR Senior Business Development Lead, Asia Pacific Region Bilal Ari. “Our activation at Sydney Airport marks an important milestone for us as we work with our incredible partner, Heinemann, to bring greater global awareness and positive change to the channel. This is a goal that can only be achieved through collaboration, creativity and commitment.
“This campaign champions the Travel Retail Made Right agenda but, more than that, it speaks to the commitment Mondelez WTR and partners are collectively making to implement sustainable practices and products in the channel and beyond.” ✈
