January 21 2020  |  Confectionery & Fine Foods

Mars Wrigley ITR plans disruptive celebration for Chinese New Year

By Laura Shirk


With the help of widely recognized global brands, combined with exclusive releases and flexible display options, MITR is aiming to interrupt the shopper journey across all of the largest airports in Asia

Mars Wrigley International Travel Retail (MITR) will create & execute a Chinese New Year celebration to remember with a tailor-made campaign to make the most of one of the biggest shopping opportunities of the year.

With the help of widely recognized global brands, combined with exclusive releases and flexible display options, MITR is aiming to interrupt the shopper journey across all of the largest airports in Asia – including Beijing, Singapore, Kuala Lumpur and Bangkok – during the holiday season.

Gifting is the key driver during the season and the Celebrations Casket, which is the company’s hero gifting format, will be given an overhaul with a dedicated Chinese New Year sleeve to create the perfect sharing gift for friends and family.

Featuring a collection of the world’s most famous chocolate brands, the Celebrations line will be leveraged at the center of the campaign, which will also offer a 360-degree shopper experience and a specially designed Chinese New Year display concept.

Raghav Rekhi, Category Director, MITR, explains: [“Chinese New Year is the world’s largest annual migration, with a sixth of our population celebrating the same festival and millions undertaking long-distance trips to do so.

At Mars Wrigley ITR we recognize that seasons are a key driver of confectionery, as holidays encourage travelers to spend more. The Asian market also offers a unique and exciting opportunity for our sector with excellent potential for growth.

We have crafted an engaging and disruptive campaign, which will catch the attention of shoppers at every stage of their journey, with dedicated products and displays, which reflect both the values of the holiday and the excitement inherent to the confectionery category.

Almost 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year and this represents an unparalleled opportunity to grow the category and drive incremental sales. However, this can only be done by giving products and promotions, which are properly crafted and targeted to meet the wishes and needs of our consumers.”

Brand News

February 25 2020

BTD named the American Distiller…

​During a recent ceremony in New York City, Buffalo Trace Distillery (BTD) was named the 2020 Distiller of the Year and Visitor…

By Jas Ryat

February 21 2020

Illva Saronno CEO Augusto Reina…

​It is with regret that we announce the passing of the Italian industrialist Augusto Reina, Chief Executive Officer of Illva…

By Mary Jane Pittilla

February 21 2020

The Glenlivet toasts Taiwanese…

​The Glenlivet has launched a new 14yo Sherry Cask expression, exclusive to travel retail in Taiwan

By Mary Jane Pittilla

February 21 2020

IWSR analysis: Can baijiu be successful…

​A new report from drinks analyst IWSR has analyzed the potential of China’s baijiu spirit in the US market

By Jas Ryat

February 21 2020

Nestlé ITR innovates in Orlando…

​Nestlé International Travel Retail will be returning to Orlando this year for the Summit of…

By Hibah Noor

February 21 2020

Halewood Wines & Spirits raises…

​With its own stand at the 2020 Duty Free & Travel Retail Summit of the Americas, Halewood Wines & Spirits is set to raise…

By Jas Ryat

February 19 2020

SSP America sets Seattle neighbourhood…

​SSP America announced the opening of Capitol Hill Food Hall at Seattle-Tacoma International Airport

By Jas Ryat

February 18 2020

Seiko available in Attenza duty…

​Master Franchisor Duty Free Dynamics (DFD) has launched Seiko watches in Attenza duty free of Columbia and Ecuador

By Jas Ryat

February 17 2020

Cuba gears up for Habanos Festival

​Havana is hosting the XXII Habanos Festival, the largest international event for Habanos cigar aficionados, from February…

By Mary Jane Pittilla

Copyright 2020 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap