Mondelez World Travel Retail (WTR) recently ran a creative digital engagement drive for leading chocolate brand Toblerone. #TravelisBack was designed to connect with a new generation of travellers and highlight Toblerone as a nostalgic travel tradition.
The campaign ran during the key gifting period between October 2021 and February 2022.
Toblerone collaborated with micro-influencers in selected European markets, with the aim of reigniting the joy of travelling as the world reopens.
Mondelez WTR Marketing Director Dogus Kezer commented: “Toblerone is the number one chocolate brand in duty free, and the 360g bar has long been synonymous with travel for many consumers across the globe. Being able to gift a Toblerone again has been a great reminder for many that travel is back.
“Digital is one of the core pillars of our travel retail business; this ever-evolving playing field offers so many fresh opportunities for engagement and through campaigns like #TravelisBack, we aim to deliver purposeful and authentic storytelling to connect with a new generation of travelling consumers in a meaningful way.”
Turkish micro-influencer Öykü Yalçin showcased Toblerone during a visit to Colmar, France in December 2021. Yalçin created a winter wonderland reel for Instagram which reached 106,963 times. Yalçin’s supporting Instagram stories reached 34,400 impressions with the video enjoying high engagement with Yalçin’s followers.
Some notable follower comments included “This chocolate takes me back to my childhood times. We used to wait for people to bring it back from their travels. Another added, “I don’t think of travel without Toblerone.”
Toblerone also tapped French micro-influencer Valéry Escande’s whose followers echoed similar sentiments. Escandé posted the Toblerone 360g bar and asked his followers to share their own holiday traditions.
A social media advertising campaign supported the influencer collaborations. It ran on Facebook and Instagram and was geo-targeted to airports in London, Istanbul, Amsterdam, Munich, Copenhagen, Milan, Frankfurt, Prague and the Canary Islands. The targeted campaign posed the questions ‘What does being able to travel again mean to you?’ The social media posts featured bright, colourful visuals of Toblerone.
Note: 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.
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