Cadbury Dairy Milk extends ‘Say it with Chocolate’ promotion to The Loop at Dublin Airport

Iconic confectionery brand Cadbury extended its ‘Say it with Chocolate’ in-store promotion to The Loop at Terminal’s 1 & 2 in Dublin Airport. The activity was in collaboration with The Loop at Dublin Airport and Blackjack Promotions, working with its Airport Promotion Agencies (APA) partner Casey Recruitment.

The promotion saw APA staff offering shoppers travelling through The Loop, samples of the Cadbury Dairy Milk range and the opportunity to personalise packs of three chocolate bars using a selection of unique stickers, which could be applied to a gift sleeve.

Cadbury created six different personalised stickers. Three of them featured generic messages – Thankyou! I [heart] you and Congrats! – while the other three had Dublin-specific messages and images.

The activation was supported by bespoke ‘Say it with Chocolate’ gondola end display stands and Point-of-Sale material, plus, of course, space where the stickers and the sleeves could be displayed.

The four-week promotion kicked off on 7th July and ran until 31st July.

Commenting on the activity, Nicole Hatt, Manager Category Marketing at Mondelez WTR, said: “From our global shopper research we learned that more than 60% of travellers think chocolate makes a good souvenir in a duty free store. To capitalise on this knowledge we developed a promotional concept which draws on the unmistakable visual identity of Cadbury, the no.1 chocolate brand in the world, and adds value to both shoppers and the retailer. The promotion delivers on the three pillars of our ‘Delighting Travellers’ confectionery vision in travel retail – ‘More Shoppers’, ‘More Spend’, and ‘More Often’. This is a perfect example of how Mondelez WTR is driving category growth by using shopper insight to increase store footfall and stimulate impulse purchases.”

Michelle Corbett, Retail Marketing Manager at ARI commented, “Here in The Loop at Dublin Airport we are always on the look out for the most innovative and unique add on retail experiences for our consumers. The addition of this new Cadbury Dairy Milk ‘Say it with Chocolate’ promotion is one that we were very excited about as it gave our customers a bespoke gift for themselves or others after their visit to The Loop.”

Kay Walker, Account Manager, Luxury, Confectionery, WDFG & Airport Retailers at Blackjack Promotions, added: “It’s always exciting working with Mondelez and this in-store promotion, in partnership with Aer Rianta and the APA, gave passengers the chance to add a unique personal touch to their chocolate – the perfect gift for friends and loved ones!”

Passengers travelling through Dublin Airport could take care of all their shopping needs at The Loop prior to arriving at the airport with The Loop’s Click and Collect Service, leaving them more time to experience this exclusive ‘Say it with Chocolate’ promotion. By simply logging onto customers could browse and purchase all their shopping needs 12 hours in advance of their flight. Purchases could then be picked up on departure or arrival at the airport.

Shop and Collect at The Loop allows customers to purchase items at Dublin Airport with the added benefit of storing these purchases on site until the customer returns to Ireland. A text is also sent to each passenger using this service, to remind them to pick up their goods when they arrive back at Dublin Airport, to ensure they don’t forget their purchased bespoke Cadbury Dairy Milk Chocolate.