Mondelez World Travel Retail (WTR) is celebrating the milestone of one million trees planted by environmental non-profit organisation, One Tree Planted.
More than 10% of the total trees planted by the organisation in the Andes mountains were contributed by the confectionery leader through Toblerone’s campaign with One Tree Planted. This was achieved through various strategies, including a pledge to plant one tree for every Toblerone purchased at select stores in duty free worldwide.
The campaign launched in October 2021 across Europe in key hubs like Zurich and London, before expanding across the globe in 2022, appearing in major airports such as Dubai International and Hamad International, Doha.
By leveraging Toblerone’s popularity as the leading chocolate brand in travel retail, Mondelez WTR made significant contributions to the important work One Tree Planted does in reinvigorating forest ecosystems and providing lasting social impact.
In doing so, the category leader also implemented its broad sustainability roadmap known as ‘Travel Retail Made Right’, an agenda that seeks to inspire and lead the way towards a more sustainable travel retail industry.
The campaign implemented ethical promotion strategies that aimed to deliver a more “sustainable shopping experience” for consumers.
The brand owner engaged travellers through activations, product displays and shelving units made from repurposed, reclaimed or recycled materials.
Consumers encountered sustainable activations and QR code gift tags which, when scanned, took a user to a microsite with more information about the campaign. This, along with a high-profile digital advertising campaign, resulted in Mondelez WTR raising funds to plant over 100,000 trees, exceeding the initial goal of 50,000.
Toblerone’s expansive campaign with One Tree Planted is one way in which Mondelez WTR has brought the ‘Travel Retail Made Right’ agenda to life, aligning with key pillars of the brand’s sustainable framework, which focuses on ethical promotions, products and packaging, and industry-leading actions.
The confectionery category leader aims to use sustainably sourced cocoa for 100% of its chocolate by 2025 and ensure that all packaging is recyclable.
The contribution to One Tree Planted is a key highlight. In its latest report, the organisation outlined the many environmental and social impacts the project achieved, including 1,313 farming families benefiting, over 25 tree species planted, and more than 500 hectares of land restored.
Mondelez WTR Head of Customer Marketing Beatriz de Otto said: “At the heart of this campaign was the fact that a Toblerone bar purchased in London or Barcelona could have a far-reaching and long-lasting positive impact halfway across the world in the Andes. And that speaks to the core of our commitment to sustainability.
“Mondelez WTR is dedicated to delivering holistic and meaningful initiatives to benefit people and planet while inspiring more sustainable processes and promotions in the travel retail industry. It is testament to our incredible global partnerships that we were able to contribute to the amazing milestone of one million trees.” ✈
