Running throughout April, the promotion aimed to create theatre and consumer engagement within the retail space, encouraging footfall and building interest through a fun and entertaining activation — whilst at the same time encouraging sales of Reese’s products.
Featuring Reese’s travel retail exclusive pouches, including new Reese’s Dark Peanut Butter Cups Miniatures, the promotion combined gift with purchase with a fun game and giveaway, supported by sampling and photo opportunities. Consumers were rewarded with a free Reese’s branded power bank with the purchase of any two Reese’s products, while everyone had the opportunity to walk away with a Reese’s luggage tag simply by spinning a wheel to see which of the range is their “thrill”.
The Reese’s character proved a bonus at the airport, giving travelers the chance for a “meet and greet” and to have their picture taken against the Frankfurt skyline.
Sampling of Reese’s products also took place.
Ruediger Stelkes, Purchase Director LTC at Gebr. Heinemann: “Hershey and Heinemann have an excellent working relationship, partnering together to create great activations for our customers that bring the airport retail environment to life. Always fun and designed to maximize the customer’s interest, this Reese’s promotion looks to have been extremely successful. The presence of the Reese’s character was definitely a good added attraction which created a lot of buzz and excitement for passengers of all ages.”
“We are thankful for the opportunity to partner with Heinemann on the premiere appearance of our Reese’s character in Frankfurt as this is a great opportunity to increase shopper engagement with our brands,” said Amy Wilson, Team Lead Europe and Strategy for World Travel Retail. “We hope to replicate this promotion in other key European locations based on the strong branding and consumer engagement benefits; however at this time this is the only planned activation featuring the Reese’s character. Hopefully he will be visiting another airport in Europe soon!”
About The Hershey Company
The Hershey Company, headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has approximately 21,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside. Building on its core business, Hershey is expanding its portfolio to include a broader range of delicious snacks. The company remains focused on growing its presence in key international markets while continuing to extend its competitive advantage in North America.
At Hershey, goodness has always been about more than delicious products. For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through 'Nourishing Minds,' a global initiative that provides basic nutrition to help children learn and grow. From neighborhoods across the United States to the streets of Shanghai and Mumbai and villages of West Africa, our goal is to nourish one million minds by 2020.
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About Gebr. Heinemann SE & Co. KG
Gebr. Heinemann is one of the top players on the international travel retail market and the leader on the European market. It is the only family-run business among the global players of the travel retail industry. As a distributor, Gebr. Heinemann is supplying more than a 1,000 customers in 100-plus countries. In the retail sector, Gebr. Heinemann operates more than 300 Heinemann Duty Free and Travel Value shops, fashion label boutiques under license and concept shops at 78 airports in 28 countries along with shops at border crossings and aboard cruise liners. The family-run business has developed a branding concept designed to make its Duty Free & Travel Value shops truly unmistakable.
The Heinemann Duty Free brand is now present at numerous airports worldwide. On 115.000 square metres the retail operation now serves more than 40 million customers annually. The arrival in Sydney is a new chapter of Gebr. Heinemann´s 137 year’s history as the company is now active on all continents.
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