Taking place throughout this month, the #DiscoverRitterSport promotion has been designed to build awareness of Ritter Sport’s 30-year plus sustainable brand ethos and highlight the superior quality of its Travel Retail Exclusives range using touchless elements that are both educational and entertaining.
Ritter Sport Marketing Manager Travel Retail Kerstin Krüger said: “At Ritter Sport we have a lot to say about our colourful, tasty chocolate and sustainability efforts for over 30 years, so an airport promotion was the logical addition to bring the brand’s purpose to life at retail POS. Using our cute sloth mascot and brand ambassador Don Choco as the central character for the promotion enables us to draw attention to the story behind our cocoa farm at El Cacao in Nicaragua.”
Carbon neutral
The eye-catching centrepiece is a cocoa tree complete with fruit, symbolising Ritter Sport’s sustainability credentials with infotainment content that aims to tell the brand’s recent carbon neutral certification journey (awarded in 2020).
The cocoa tree acts a symbol for the sustainability, which Ritter Sport stands for and maintains through its own Nicaraguan cocoa farm El Cacao, which the company has owned since 2012.
Ritter Sport Managing Director Travel Retail Jan Pasold added: “This is a significant investment for Ritter Sport and we have worked very hard to bring together the key elements that the company stands for, notably the 30 years of sustainability that is embedded within the DNA of our brand and the quality of our chocolate, which uses only the very best ingredients. While we are rolling out the activation in two key airports during 2022, our plan is to have 2-3 other key locations for the concept in 2023, as we want to use this concept exclusively for the particular month in a specific location.”
The ‘#DiscoverRitterSport meet Don Choco and taste our chocolate in full colour’ promotion has been designed with Bluedog Promotions and following the four week promotion in Zürich airport will move to Frankfurt Airport, Non-Schengen in partnership with Frankfurt Media/ FFM Airport during August.