Tuesday 12 January 2016

MITR continues on its course towards doubling the confectionery category with another colourful creation.


Mars International Travel Retail (MITR) has again proved it’s one of the leaders of memorable activations with its latest fun, colourful and exciting innovation in exclusive partnership with Dubai Duty Free (DDF). Having run from 8th November until 30th November, the promotion gave those buyers who spent over 110 Dirhams ($30) the chance to win a trip for two to New York City. 





The amazing prize included two nights’ accommodation in New York and a $100 voucher to be spent at the flagship M&M’S World® store in the City’s famous Times Square. With a 30.1% upturn in growth vs November 2014 the activation proved to be extremely successful, and once again shows that innovation and excitement are the keys to increasing penetration and sales in the confectionery sector.

Commenting on this exclusive partnership, Dubai Duty Free’s Vice President for Purchasing, Saba Tahir said, “We were thrilled to be in an exclusive partnership with MITR for such a great promotion. The quality of the prize on offer combined with the brand awareness of M&M’S® resulted in the promotion gaining a lot of attention from both existing and new consumers. The promotion brought added value to the category as well as tempting our customers to enjoy some M&M’S®.”

The promotion was displayed on colourful, eye-catching units that clearly communicated the prize, with dedicated staff supporting the promotion. In addition, two M&M’S® mascots were present throughout the day to create an exciting atmosphere for the shoppers and to encourage a photo opportunity.

MITR’s Category Director, Matt Boulter comments, “Working in an exclusive partnership with DDF has been a great opportunity for MITR; it has helped us build a stronger and more engaging partnership and we hope that this relationship will grow from strength to strength in the future. We are always looking to introduce promotions that are unique and exciting; this promotion not only offered an amazing prize to New York but also gave passengers a great Value Offer.”

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