#TravelisBack: Toblerone stirs nostalgia with digital-led push in gifting season

By Luke Barras-hill |

Confectionery classic Toblerone fused its buying sentiment with the power of digital to engage with travellers in a creative campaign running over the key gifting season between October and February.

Toblerone owner Mondelez World Travel Retail collaborated with influencers in select European markets through the hashtag #TravelisBack to grab the attention of seasoned travellers and younger audiences via social media.

The influencer tie-ups were fuelled by a social media advertising campaign that ran across Facebook and Instagram, geo-targeted to airports in London, Istanbul, Amsterdam, Munich, Copenhagen, Milan, Frankfurt, Prague and the Canary Islands.

This asked what the return of travel meant for individuals, with posts supported by visuals of the famed triangular-shaped Swiss confection.

CHILDHOOD MEMORIES

Turkish influencer Öykü Yalçin displayed Toblerone prominently during her visit to Colmar, France during December, when she created a whimsical winter wonderland video reel for Instagram viewed 106,963 times [click below to view video*].

The reel was supported by a series of Instagram stories, which reached 34,400 impressions.

One of Yalçin’s followers commented: “This chocolate takes me back to my childhood times. We used to wait for people to bring it back from their travels.”

Another added: “I don’t think of travel without Toblerone.”

Meanwhile, French influencer Valéry Escande posted Toblerone’s 360g bar on Instagram [see above]. His followers responded with similar sentiments to Öykü’s.

Dogus Kezer, Marketing Director at Mondelez World Travel Retail, said: “Toblerone is the number one chocolate brand in duty free, and the 360g bar has long been synonymous with travel for many consumers across the globe. Being able to gift a Toblerone again has been a great reminder for many that travel is back.

“Digital is one of the core pillars of our travel retail business; this ever-evolving playing field offers so many fresh opportunities for engagement and through campaigns like #TravelisBack, we aim to deliver purposeful and authentic story-telling to connect with a new generation of traveling consumers in a meaningful way.”

*Video source: Öykü Yalçin

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