From confectionery to travel credits: Toblerone and Expedia celebrate innovative partnership

The partnership serves as a compelling example of how strategic activations can enhance the shopping experience while delivering tangible benefits for both retailers and travellers alike.

Mar 19, 2025 - 18:33

From confectionery to travel credits: Toblerone and Expedia celebrate innovative partnership

**The campaign enhanced engagement and drove sales by going beyond traditional sampling. Pictured is the Toblerone Expedia Activation at Zurich Airport.**

**Travellers enjoyed in-store tastings and staff engagement at the pop-ups**

Mondelez World Travel Retail (WTR) has recently collaborated with online travel booking platform Expedia to launch an innovative campaign.

The Toblerone Expedia activation, which ran from December to February, offered travellers an exclusive opportunity to earn travel credits when purchasing two Toblerone products.

In the evolving landscape of travel retail, shoppers are increasingly drawn to promotions that enhance their purchasing experience. Research from The Global Duty Free Confectionery Shopper 2024 study by the Tax Free World Association indicates that in 2024 35% of shoppers cited promotions as a key driver for visiting the confectionery category, an increase from 30% in 2019.

Mondelez WTR developed the Toblerone Expedia activation to offer a tangible and enticing incentive that encouraged purchase while reinforcing brand loyalty and differentiation within the competitive confectionery space.

**Throughout the campaign digital integration accessed via QR codes streamlined the redemption process**

The campaign ran during the peak holiday travel season in December, targeting key international travel hubs across Europe, including London, Madrid, Frankfurt, Copenhagen and Amsterdam.

By January, the activation had expanded to global markets, reaching major transit destinations such as Bangkok, Buenos Aires, Singapore, Doha, Dubai, Manila and São Paulo.

Shoppers who purchased two Toblerone products were invited to scan a QR code, upload their purchase receipt and receive a code to redeem travel credits valued at 50 units of the local currency. These credits could be used towards hotel bookings through Expedia, with access to over 700,000 accommodation options worldwide.

A well-coordinated marketing strategy supported the activation, ensuring maximum visibility and engagement. In-store displays, flyers, product tastings and dedicated brand ambassadors were deployed to communicate the promotional offering effectively.

According to the partners, the Toblerone Expedia activation delivered strong results, driving category penetration and increasing conversion rates across participating locations.

(Above and below) Delivering added value and experiential promotions proved successful in influencing purchasing behaviour at the activations. Pictured above and below are the Toblerone Expedia UK pop-ups. Pictured above is the Toblerone Expedia animation at Stansted Airport and below at Heathrow Airport.

Mondelez WTR Head of customer Marketing Beatriz de Otto commented, “Our partnership with Expedia represents a new approach to engagement in travel retail. By bringing together the delicious appeal of Toblerone with travel incentives, we have created an experience that resonates with today’s traveller.

“The success of this activation reflects the growing demand for added value in new and innovative forms and as we have seen, this can significantly drive long-term growth in travel retail and enhance brand awareness.”