The 360-degree promotional plan covers many touch-points throughout key airports.

Mars International Travel Retail (MITR) is marking the start of the Eid religious holiday on Thursday (14 June) with a new ‘Share the sweetness this Eid’ activation.

MITR has developed a seasonal proposition for its local ‘blockbuster’ GalaxyÒCasket 650g, upscaling from its usual 400g. According to MITR, this is the perfect gift for Eid, which is celebrated by Muslims worldwide and marks the end of Ramadan.

The special edition GalaxyÒCasket is supported by a ‘Buy two get one free’ offer and 360-degree promotional plan. This covers many touch-points throughout key airports including Bahrain, Muscat, Jordan, Dammam, Riyadh, Jeddah and Dubai.

Eid themed artwork is being used to enhance the offering and entice the traveller. In Dubai Airport, for example, MITR has produced a three-dimensional casket filled with gold and Arabic elements.

CHOCOLATE CONSUMPTION

Research cited by MITR shows 37% of people give chocolate as part of the Eid celebration and that chocolate consumption is at its highest during this season.

Category Director Raghav Rekhi said: “Eid al Fitr, Eid al Adha and Diwali are the three most widely celebrated seasons across the Middle East and statistics show that the confectionery category grows +18% during Fitr and +4% during Adha.

“Our strategy is to drive incremental category growth by driving penetration through seasonal relevance, leveraging the region’s favourite brand.”