A new Haribo branding concept activated at Frankfurt (pictured) and Budapest airports this month.

Gebr. Heinemann has teamed up with Haribo to execute a series of high-profile promotions (HPPs) at selected European airports this summer.

A Haribo-branded ‘Heinemann Choice’ stage featuring the gummy bear confectioner’s latest travel retail exclusive products acts as a draw for travellers. To date, the activations are available at the travel retailer’s stores at Frankfurt and Budapest airports.

At the centre of the activations is a five-key xylophone, with travellers encouraged to try their hand at the Haribo song – ‘Kids and grown-ups love it so, the happy world of Haribo’.

Further versions of the promotion are now set to roll out at Oslo, Stavanger, Cologne, Berlin Schoenefeld and Hamburg airports over the summer and running into autumn.

EVOLVING CONCEPT

Haribo says the purpose of the activations is to leverage engagement with the brand by encouraging passengers to interact with key assets and purchase from its wide range of jelly confectionery, which includes resealable sharing pouches and ‘cute’ travel exclusive gifting items.

Elisa Fontana, Marketing Manager Travel Retail, Haribo commented: “We are delighted that Heinemann was enthusiastic about mounting this Haribo branding concept which is, I believe, the first of its kind.

“The xylophone represents perfectly the child-like happiness that is so much a part of our DNA and already we are finding that it appeals enormously to ‘children’ of all ages.

“The concept will evolve as it moves around Europe so passengers should look out for more Haribo delights whenever they shop at Heinemann stores this summer.”

For more on Haribo’s latest travel retail activity, don’t miss the annual sugar confectionery report in the June print edition of TRBusiness, available soon.

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