Mondelez World Travel Retail (WTR) and Heinemann Duty Free report the successful delivery of their recent Oreo promotion at Frankfurt Airport, which saw overall confectionery category sales rise by 12% and increased Mondelez WTR sales by more than 32%.

 

Located in Terminal 1A in the Heinemann Duty Free Non-Schengen Store (Z-Main), the promotion was positioned outside the main confectionery offering, acting as a signpost and attracting footfall to the category. The activation comprised five key elements, building on Oreo’s unique, playful identity:

 

– Oreo Mascot: creating fun through customer engagement and photo opportunities

 

– Oreo Dunk4Fun: an Oreo themed, Connect 4-style game featuring Oreo playing discs, creating in-store theatre and excitement

 

– Oreo GWP: driving increased spend by offering customers a compelling reward – a Mini Oreo Dunk4Fun Travel Game – for purchasing multiple Oreo products

 

– Oreo Signature Arch Display: eye-catching merchandising unit located in a high traffic used to attract shoppers

 

– Oreo hostess: offering tastings and product sampling

 

Gebr. Heinemann was the first partner of Mondelez WTR to launch Oreo – the world’s number one biscuit brand – in travel retail in 2011. Initially introduced with four domestic Oreo skus, available exclusively through Gebr. Heinemann’s retail and distribution business, one year later a travel retail exclusive range was launched.

 

Rüdiger Stelkens, PurchaseDirector LTC at Gebr Heinemann, says, “As the first retailer to launch Oreo in travel retail, we’re proud of the role we have played in bringing this iconic brand to travellers.

 

“Building on this we’ve been extremely excited to exclusively launch this new promotional concept which has added something unique and distinctive to our retail offer. The results speak for themselves – massive growth in Oreo sales, but equally importantly, growth in overall confectionery sales.”

 

Nicole Hatt, Manager Category Marketing at Mondelez WTR, remarked, “Mondelez WTR is committed to driving confectionery growth by creating engaging concepts which leverage our iconic global powerbrands.

 

“This Oreo promotion delivers on all three pillars of the ‘Delighting Travellers’ category vision by Mondelez WTR – More Shoppers, More Spend, More Often – using Oreo’s strong brand identity to draw in travellers, deliver a memorable experience and ultimately grow sales.”

 

She concluded, “The combination of the Oreo Mascot, the Dunk4Fun game, the Dunk4Fun GWP, eye-catching Oreo merchandising and product tasting, transforms the space into an Oreo world that delivers a truly immersive brand experience.”