UK. Scotland’s family-owned Walker’s Shortbread is collaborating with Dufry’s World Duty Free in a pop-up and related promotions at Edinburgh Airport. The brand has also teamed up with WHSmith in new marketing at the airport and in over 60 stores at UK train stations.
The promotional drive comes as Walker’s welcomes a +150% increase in sales at airports and train stations over the past year. According to the brand, the sales are driven by an increased demand from travellers for heritage products.
The promotions are part of a wider effort by the company to invest in global travel retail and more brand-led experiences which highlight Walker’s heritage and appeal to local markets. Walker’s estimated that it could reach 21.4 million tourists and commuters across the UK this month.
The Walker’s promotion at Edinburgh Airport started on 1 August and will run until the end of the month.
Its centrepiece is a mock Edinburgh Castle, made of 2,933 shortbread pieces by UK food artist, Prudence Staite. Located past airport security, it is expected to be seen by over a million travellers at a time when visitor numbers are high for the Edinburgh Fringe Festival.
The area showcases Walker’s familiar tartan along with illustrations merging Scottish landmarks with shortbread shapes. Visitors will have the chance to sample Walker’s shortbread during peak times and help themselves to a free Walker’s postcard. They are also encouraged to share a picture of Walker’s Edinburgh Castle on Instagram, with the chance of winning a Walker’s Goodie Bag.
Walker’s collaboration with WHSmith started on 3 August and will run until 23 August and includes Edinburgh Airport and UK train station stores. Sampling is available at Edinburgh Waverley Station, Glasgow Central Station in Scotland and Euston, St. Pancras, Paddington, Waterloo, and Liverpool Street stations in London on 8, 9 and 10 August.
Walker’s Shortbread Head of Marketing Sarah Macaulay said: “We’re thrilled to bring this brand experience to Edinburgh Airport this summer, along with new marketing at WHSmith travel stores across the UK.
“We want to bring excitement and enjoyment to travel retail consumers as they travel through airports and train stations this summer, delivering an engaging experience which keeps this 125-year-old, iconic Scottish brand front of mind.”
Macaulay noted that Walker’s has been operating in travel retail since 1975. “As a heritage brand with global appeal recently we have seen a growing demand from consumers in this space. Naturally, global travel retail remains a hugely important channel for the business and this activation reflects our aspirations and goals in this area.
“Sense of Place is very important when it comes to global travel retail, and that’s why it’s important to us that we provide products which are tailored to specific markets but have still Walker’s heritage at their core.”
As reported, Walker’s global travel retail range was launched with Dufry last year. Walker’s said it has been a catalyst for strong growth in the channel, with Walker’s products available in over 30 markets globally. The brand noted travelling consumers purchase shortbread as a gift or self-treat, with self-purchasing having increased +46% from pre-pandemic to 53% in the first quarter of 2023.
The company also cited recent research which indicates that 40% of people are more likely to try local delicacies when they visit a new country as opposed to familiar foods, while 69% said trying local treats added to an authentic travel experience. 
