Mondelez World Travel Retail (WTR) has introduced its first sustainability activation in the Levant region, at Jordan’s Queen Alia International Airport, in partnership with Avolta (formerly Dufry-Autogrill).

The event – which is also the first such sustainability promotion at the location – features the company’s Ghana Mobility Initiative, and the Toblerone brand’s the Bag That Gives Back campaign. It began in September, and will run until the end of November.

The campaign highlights Mondelez WTR’s commitment to give back to cocoa communities in Ghana, in partnership with Child Rights International and the Cocoa Life Programme. It centres around providing tricycles for local Ghanaian cocoa communities, with the aim of enhancing mobility for children and small businesses.

Expanding the sustainability agenda

The activation incorporates a life-size wooden tricycle, designed to enhance engagement and allow passengers to contribute directly to the initiative. For every kilometre cycled by passengers, a donation is made towards the campaign that provides tricycles to the Ghanaian cocoa communities.

Travellers can also contribute to the charity by purchasing an activation-exclusive Bag That Gives Back tote.

According to Mondelez WTR, the activation aligns with the wider values presented by retail partner Avolta, which recently opened a shop-in-shop concept called mind.body.soul. at the airport, in response to passenger demand for more sustainable purchase opportunities.

Mondelez WTR Head of Customer Marketing Beatriz de Otto commented: “Witnessing the growth of the Bag That Gives Back campaign has been a feat for Mondelez WTR. Now, we are proud to build on that success by expanding our sustainability agenda into a new region.

“Our latest activation in Amman speaks to our commitment to advance the Travel Retail Made Right agenda. We are proud to partner with Dufry [Avolta], who not only share the same values, but have also trusted us to bring sustainability to Queen Alia International Airport for the first time.”

Avolta Global Category Management Head for Confectionery & Food Philippe Moryl noted: “[Avolta] is committed to meeting and exceeding customer expectations. When travellers walk through our airport, we want them to have an unparalleled experience, part of that means delivering products, services and activations that they are interested in.

“Sustainability is now a compulsory aspect of the traveller journey. We are thrilled to bring sustainability to Queen Alia International Airport with its first ever activation hosted by Mondelez WTR. The Bag That Gives Back promises engagement, delicious chocolate and an emphasis on our collective commitment to advancing sustainability within travel retail.”

READ MORE: Mondelez WTR unveils Tobler pralines in gifting and premiumisation drive

READ MORE: Mondelez celebrates Swiss National Day with Zurich Toblerone activation