Mondelez commits to planting one tree for every Toblerone purchased in GTR

By Charlotte Turner |

Mondelez World Travel Retail (WTR) and Dufry are supporting the non-profit charity ‘One Tree Planted’ to plant one tree for every Toblerone purchased in select global travel retail locations.


The collaboration aims to help global reforestation efforts as well as to support travellers in making more sustainable choices when they shop in duty free.


The donation value of each Toblerone purchased from select Dufry stores funds the planting of one tree in the Andes, which benefits both the physical environment and the ‘surrounding community’, said Mondelez.


The activation was launched in October across Athens, Lisbon, Zurich and London Heathrow airports, with additional locations in Barcelona, Madrid, Arlanda and Glasgow airports rolled out in November.



The campaign is being highlighted to travellers with digital advertising and activations at the point of sale, including QR code gift tags on Toblerone products like the 360g bar and best-selling Toblerone Tiny bag.



When travelling shoppers scan the code, they are taken to a microsite where they can learn more about the campaign, as well as to track the progress of the reforestation efforts in real time.


Mondelez says it is already over half way towards its 50,000-tree goal.


The One Tree Planted collaboration is the latest initiative in the confectionery category leader’s broader sustainability roadmap.



The roadmap comprises corporate-wide and industry-specific commitments that include the development of more ethical promotional activities and in-store engagement; packaging innovation and recyclability; products with sustainably-sourced ingredients; and ‘pioneering’ more sustainable design practices for travel retail.


The One Tree Planted pop-up at Madrid Airport.

The One Tree Planted pop-up at Madrid Airport.

The design of the Toblerone and One Tree Planted activations include repurposed retail units as well as recycled plastics and reclaimed metals to limit the environmental impact.


Carlos Granados, Head of Global Sales at Mondelez WTR, said: “At Mondelez WTR, the deeply collaborative nature of our relationships with our partners has always been one of the major driving forces behind our success.



“To achieve our sustainability goals and to truly make an impact for the good of both people and planet, we know that we can draw once again from the power of collaboration – that ‘Travel Retail Made Right’ also means ‘Partnerships Made Right’.


The donation value of each Toblerone purchased from select Dufry stores funds the planting of one tree in the Andes.

The donation value of each Toblerone purchased from select Dufry stores funds the planting of one tree in the Andes.

“We’re very proud to debut our Toblerone and One Tree Planted promotion with our long-standing partners at Dufry, who share our unwavering commitment to both the channel and to progressing more sustainable practices.”


Philippe Moryl, Global Category Management Head – Confectionery, Food, Souvenirs & Toys, Dufry Group, added: “Over many years, Dufry and Mondelez WTR have developed a great partnership characterised by close collaboration.


“With sustainability becoming an increasingly important topic, for our consumers and for our channel, we need to align wherever possible to do better. The Toblerone and One Tree Planted campaign demonstrates that as partners, we are not only listening to travelling consumers’ needs, but adapting our offering to support them in making in a positive impact.”


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