UK. Walker’s Shortbread has teamed up with Avolta to launch a high-impact summer campaign spotlighting its limited-edition Tennis Ball Shortbread Rounds across World Duty Free stores at key London airports.
Available at an RRP of £12 (US$16) for a 300g pack, the campaign is designed to drive brand visibility and conversion during the peak summer travel season through a series of immersive global travel retail activations.
Building on successful high-profile promotions and product listings at World Duty Free stores in Heathrow Airport terminals 3 and 5, Walker’s has expanded the campaign with a dedicated activation at London Gatwick North Terminal, running until 27 July.
Tapping into the momentum of the British tennis season, the activation delivers an engaging retail experience for travellers.
Visitors can test their tennis skills through an iPad game, and after scoring three points against their virtual opponent, spin an on-screen prize wheel to win a product sample or exclusive Walker’s tartan tennis balls.
Guests can also enjoy guided product tastings with Brand Ambassadors.
The experience continues at the World Duty Free store’s Walker’s display, where shoppers can purchase the limited-edition Tennis Ball Shortbread Rounds.
Designed to maintain engagement around the clock, the activation remains interactive even outside staffed hours through a 24/7 digital element. Travellers can scan a QR code to access the virtual tennis game on their own mobile device and automatically enter a digital giveaway for the chance to win a premium Walker’s tennis hamper.
The new Walker’s Tennis Ball Shortbread Rounds offer a playful take on the brand’s famous all-butter recipe.
Packed in a commemorative tube containing 18 biscuits, the tennis ball-inspired design pays tribute to the brand’s partnership with Scottish former professional tennis player Andy Murray, its first-ever global Brand Ambassador.
Walker’s Shortbread Commercial Director Bryony Walker said, “Sir Andy Murray is a true Scottish sporting icon, and our new Tennis Ball Shortbread Rounds, inspired by our partnership, represent a perfect blend of two beloved Scottish institutions.
“We wanted to bring the excitement of the British summer tennis season directly to global travellers. Between our footprint at Heathrow and our interactive Gatwick site, this launch allows us to share a piece of our Scottish heritage in an engaging, playful format, bringing a bit of Walker’s magic to passengers’ summer journeys.”
Avolta UK Category Buying Manager Jonathan McIvor added, “This launch is a strong example of how we work with brand partners to bring something distinctive and timely to the airport retail experience.
“Walker’s is a much-loved British brand with a strong sense of heritage, and this limited-edition product connects that heritage with the energy of the summer tennis season in a way that feels relevant and engaging for travellers.
“Through interactive activations, sampling and strong in-store visibility across our World Duty Free stores, we are creating more memorable moments for passengers, while supporting a launch that has been designed specifically for the travel retail environment.” ✈
