Sustainability in Travel Retail

Partnering for People and Planet

In this edition we cast the spotlight on sustainability initiatives by players across the travel retail chain, beginning with a major campaign led by Mondelez World Travel Retail.

Sustainability in Travel Retail

Partnering for People and Planet

In this edition we cast the spotlight on sustainability initiatives by players across the travel retail chain, beginning with a major campaign led by Mondelez World Travel Retail.

In October 2021, Mondelez World Travel Retail launched an initiative to plant 50,000 trees through partnership with Dufry initially, followed by other travel retailers. They supported the non-profit charity One Tree Planted to plant one tree for every Toblerone purchased in select locations across global travel retail. Leveraging the power of the channel’s leading chocolate brand, the collaboration aimed to help global reforestation efforts as well as to support travellers in making more sustainable choices when they shop in duty free. That campaign has now passed a significant milestone – 100,000 trees planted. In the months after launch, the Toblerone x One Tree Planted initiative was rolled out across several locations globally with Dufry, Qatar Duty Free and Dubai Duty Free, with more locations to come.

“We started this journey last year October with an initial target of 50,000 trees; since then, with major buy-in from our travelling consumers and fantastic support from our retailer partners, agencies, and even donations from the Mondelez WTR team itself to offset our carbon footprint in Cannes, we have more than doubled our contribution”

Mondelez World Travel Retail Head of Customer Marketing Beatriz de Otto

Mondelez World Travel Retail Head of Customer Marketing Beatriz de Otto said: “Mondelez World Travel Retail is incredibly proud to achieve this remarkable milestone for our One Tree Planted initiative with the channel’s number one chocolate brand, Toblerone. “We started this journey last year October with an initial target of 50,000 trees; since then, with major buy-in from our travelling consumers and fantastic support from our retailer partners, agencies, and even donations from the Mondelez WTR team itself to offset our carbon footprint in Cannes, we have more than doubled our contribution. “We could not have achieved this extraordinary result without our great partnerships in travel retail. This truly underlines the ethos of our ‘Travel Retail Made Right’ commitment to the channel – that we can accomplish so much more we work together towards common goals. We are on a mission to progress more sustainable practices in travel retail; from the ingredients in our products to our packaging; the designs of our activations to ethical promotions that support our consumers in giving back to both people and planet. “This is still only the beginning; we have a pipeline of major initiatives in place that we hope will continue to inspire and encourage our community towards a greener future.”

The Toblerone x One Tree Planted collaboration encourages customers to make more conscious choices

The original campaign saw the donation value of each Toblerone purchased from select Dufry stores go towards funding the planting of one tree in the Andes. 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 was 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 scanned the code, they were 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.

One Toblerone, One Tree: The makeover shines the light on Mondelez WTR and Dufry’s ongoing partnership with One Tree Planted

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; award-winning products with sustainably-sourced ingredients; and pioneering more sustainable design practices for travel retail.

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. As part of its drive, Mondelez partnered with The Moodie Davitt Report for a makeover of ‘the website that never sleeps’ to mark Earth Day on 22 April. *Additional contributions to the campaign can be made directly online through the link https://toblerone.raisely.com/

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The Moodie Davitt eZine Issue 309 | 29 April 2022

The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com

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