Mondelez taps rising biscuit demand with comprehensive Oreo campaign

 

At Charles de Gaulle and Orly airports in Paris, Mondelez WTR and Lagardère Travel Retail added a touch of localization with an Oreo and Chips Ahoy! branded bicycle push cart in Buy Paris Duty Free
 
Mondelez World Travel Retail (WTR) is leveraging the strong growth of the biscuits sub-category in travel retail with a major campaign for Oreo in a number of airports worldwide, including London, Singapore, Paris and Spain.
 
The confectionery giant launched Oreo in global travel retail in 2012. Its biscuit portfolio is built around two powerhouse brands: Oreo, the world’s number one biscuit brand, and Chips Ahoy!, the world’s number one-selling choc chip cookie brand, which was introduced to travel retail in 2015. 
 
To drive the further growth of biscuits in the channel, Mondelez WTR built the Oreo campaign around a series of fun and engaging activations targeting families traveling over Easter and summer. 
 
Capitalizing on the Easter holiday travel period, Mondelez WTR teamed up with World Duty Free at London Stansted Airport from March 15 to April 11 to transform the in-store contentainment area into an Oreo Zone. The space was designed to express the playful identity of Oreo, incorporating the brand’s signature blue and eye-catching POS displays. 
 
To promote the in-store activation, Mondelez WTR implemented a 360-degree program that included advertising on key social media networks such as Facebook, Instagram and Twitter, as well as the global airport app FLIO. 
 
Mondelez WTR teamed up with World Duty Free at London Stansted Airport over Easter to transform the in-store contentainment area into an Oreo Zone, incorporating the brand’s signature blue and eye-catching POS displays
 
Travelers were invited to check out the Oreo Zone at Stansted Airport, where they could challenge each other in a giant Oreo Connect 4 game at the heart of the activation. 
 
As part of the promotion, which also featured Chips Ahoy!, customers who spent more than £10 received a mini Oreo Connect 4 game as a gwp, while purchases over £20 were entitled to a set of Oreo branded headphones. Travelers could also pre-order online through World Duty Free’s Reserve & Collect service, which further increased basket size, according to Mondelez.  
 
At Singapore Changi Airport, the campaign focused strongly on sense of place and social media engagement. 
 
In April, Mondelez WTR partnered The Cocoa Trees in Changi T1 and T3 to deliver a sense of place activation, bringing the Oreo brand with destination and travel-themed visuals, prominent merchandising displays and the Oreo mascot. 
 
Travelers could take photos with the giant-sized Oreo cookie character and upload them online with the hashtag #travelwithoreo.
 
For Charles de Gaulle and Orly airports in Paris, Mondelez WTR and Lagardère Travel Retail added a touch of localization with an Oreo and Chips Ahoy! branded bicycle push cart in Buy Paris Duty Free. 
 
Located in a highly visible area at the storefront, the striking blue cart featured best-selling biscuit items, including Oreo Messages, Oreo Tin, Mini Oreo and Chips Ahoy! Tin. During May, travelers were offered sampling opportunities, which helped to drive product uptake and sales, Mondelez said. 
 
The campaign roll-out continues this month (June) in Madrid Airport, where Mondelez has transformed the contentainment area of Dufry’s T4 Schengen store into an immersive Oreo brand experience until July 4. This will be followed by tasting activations this September in the UK at London Heathrow, Birmingham, Manchester, Glasgow and London Gatwick airports. 
 
Irina Tarabanko, Manager Category Marketing, Mondelez WTR, said: “Mondelez WTR is committed to growing the biscuits sub-category by creating concepts which leverage our iconic Oreo brand. The strong visual identity of Oreo makes it possible for us to express the brand in a variety of formats, whether it is through a high-profile CTT [contentainment] activation or more compact installations. 
 
“The campaign has generated strong double-digit sales uplifts for Oreo and significant digital and consumer engagement, delivering on all three pillars of our Delighting Travelers vision – More Shoppers, More Spend, and More Often. We look forward to creating more memorable moments for Oreo fans in travel retail.”   
 
To promote Stansted’s in-store activation, Mondelez WTR advertised on key social media networks such as Facebook, Instagram and Twitter, as well as the global airport app FLIO