Walker’s shares ‘joy of shortbread’ with festive pop-up at Heathrow’s T5

By Faye Bartle |

Walker's Shortbread


Walker’s Shortbread has partnered with World Duty Free to launch an immersive pop-up experience at Heathrow Airport for the holiday season.

Until 3 January 2024, travellers and shoppers passing through Heathrow’s Terminal 5 can sample a selection of Walker’s Shortbread Fingers while browsing the brand’s prestige festive range and wider global travel range.

A draw card is the replica of the original delivery van owned by company founder, Joseph Walker, more than 100 years ago.

Travellers can take advantage of the complimentary gift-wrapping service to package up any gift purchases.

Furthermore, a few lucky passengers flying from Heathrow to Glasgow today enjoyed music from a live bagpiper.

“Shortbread is such a special part of Christmas and New Year – it’s a treat we all love to share over the festive period,” said Steve McCarney, Commercial Director at Walker’s Shortbread.

“With this exciting pop-up at Heathrow, we’re thrilled that more travellers will be able to take Walker’s with them and share in this tradition all over the world.

“Walker’s is a Scottish brand, but we have a truly global reach with customers from across the globe.

“Last year our export revenues rose by almost 10 percent – which is true testament to the love people have for our products.

“By partnering with Avolta to create this pop-up, we’ll be able to reach international audiences while continuing our mission to share the joy of shortbread.”

Walker's Shortbread

As part of the activation, travellers flying from Heathrow to Glasgow were treated to music by a bagpiper.

Eve Fifer, Commercial Director for Avolta in the UK added: “We strive to deliver unique and immersive experiences that excite and inspire our customers.

“We are also keen to support heritage brands such as Walkers, as they help us deliver that all important ‘sense of place’ and offer a connection for our customers to the spirit of Scotland and all things British.

“This striking pop-up showcasing Walkers products and its proud Scottish heritage will definitely drive plenty of interest when travellers visit Heathrow Terminal 5.”

‘Growing demand’ for Walker’s Shortbread in travel retail

There is a ‘growing demand’ for Walker’s in the GTR channel, according to the brand, which is now available in over 30 markets around the world.

To showcase its global appeal, shoppers are being invited to share photos of their purchases on social media, tagging @walkersshortbread and #walkerssharethejoy to be in with a chance of winning a selection of Walker’s Shortbread products.

It’s part of an ongoing effort by the company to invest in GTR and deliver more brand-led experiences that celebrate its heritage – each with a local market twist.

Walker's Shortbread

The pop-up is home to an eye-catching replica of the original delivery van owned by company founder Joseph Walker.

“As the UK’s most connected airport, Heathrow is proud to support iconic British businesses as they export around the world,” said Fraser Brown, Retail Director at Heathrow.

“We are excited to host the Walker’s Shortbread pop-up experience, which will provide passengers with the opportunity to share the joy of shortbread while on their travels during the festive season.”

The Walker’s GTR range was launched in April 2022 and is credited with contributing to the company’s hike in UK sales, which increased by 23% that year.

Walker’s new Prestige Festive Range comprises a selection of all-butter biscuits, including Cranberry & Clementine Rounds (200g), Festive Shortbread Assortment (460g) and Walker’s Mince Pies (250g).

READ MORE: Walker’s Shortbread creates festive pop-up with Dubai Duty Free

READ MORE: Walker’s Shortbread in massive UK travel retail push in August

READ MORE: Walker’s Shortbread unveils new limited-edition coronation tins


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