Travel Retail and Duty Free Business Intelligence    Friday 31 October 2014

CONFECTIONERY AND FINE FOODS

M&Mís goes funball crazy as M-Ball promotion drives net gains

Published: 21/05/10

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

INTERNATIONAL. Mars International Travel Retail (MITR) has launched the first executions of its funball-themed M-Ball campaign for M&Mís at Oslo and Copenhagen airports.

The global campaign made its debut on 1 May at the two Nordic airports, where the shops are operated by Gebr Heinemann. The campaign will continue its roll-out in 50 airport locations around the world this summer.

The travel retail promotion is part of a wider interactive campaign that encourages consumers to share their favourite football moments to win prizes. Consumers can recreate these moments on video and upload it on Youtube to enter the competition.

Consumers can also take the online M-Ball challenge to play against other players around the world, in addition to testing their knowledge of football trivia.


COPENHAGEN

At Copenhagen Airport, MITR transformed 80sq m of space into a mini funball arena decorated with ĎM-Ballsí, colourful footballs shaped like peanut M&Mís.

A goal with four holes in the net has been set up to challenge passengers to score by kicking an M-Ball. Ace scorers will walk away with a free bag of M&Mís. To add to the overall theatre, an M&Mís branded funball table has also been added to the set-up. A free M-Ball is given away with every purchase of two packs of M&Mís.

The installation is placed at a high-traffic location in the walkthrough store, where travellers pass through after central security.

The promotion has injected an element of fun to the airport, said MITR, attracting travellers of all types: young and old, business and tourist.

OSLO

At Oslo Airport, MITRís biggest M&Mís airport door in Europe, Gebr Heinemann is selling pre-packed boxes each containing two M&Mís pouches and an M-Ball.

Promoters clad in M&Mís branded outfits offer samples to passengers in the heart of the main store, where the set-up enjoys great visibility.