Mondelez World Travel Retail (WTR) will celebrate Cadbury as the official snack partner of the Premier League – three-year partnership that began with the 2017/18 season – through digital technology in the World Duty Free’s tax and duty free store at London Stansted Airport this summer.

The campaign that started in May and goes on until the end of June features an interactive football game using floor projection and motion-sensing technology, which will give travellers the chance to actually play against each other.

In a supporting promotion, players can receive a gift-with-purchase kit bag with qualifying purchases of Cadbury products and a scratch-card to win a handmade chocolate football. The campaign is further supported by 360° online communications, including geo-targeted advertising to drive footfall.

“The partnership between Cadbury and Premier League brings together two iconic brands that occupy a unique place in the hearts of fans across the world,” said Ivo Knuesel, Head of Category Planning, Mondelez WTR.

“They share English heritage and bring joy to millions globally. In-store digital engagement is one of the three pillars of Mondelez WTR’s digital agenda, which also includes online communications and e-commerce.

‘SUBSTANTIAL SALES UPLIFT’

“The interactive football shootout has a particular appeal to Next-Gen travellers who are always on the lookout for unique and shareable moments and it provides a memorable experience for any passenger visiting the World Duty Free store at London Stansted Airport.”

Philippe Moryl, Global Category Management Head – Confectionery, Food, Souvenirs & Toys, Dufry Group added: “We are thrilled to be working with Mondelez WTR to bring this fun experience to shoppers in our World Duty Free store.

“This interactive football-themed activation proves a great way to increase footfall. With only a few weeks into this campaign, Cadbury has enjoyed a substantial sales uplift. It is a great activation that we are keen to promote and implement on a broader scale within our global network.”

This activation will be taking place until the end of June.