German chocolate company Ritter Sport has chosen Frankfurt Airport for its latest month-long Colorful World of Chocolate activation, which seeks to educate travelers while also celebrating its sloth mascot Don Choco.
Running through August, the #DiscoverRitterSport promotion has been designed to continue the brand’s sustainable campaign message, launched first at Zürich Airport in June. Operated in partnership with Media Frankfurt/Frankfurt Airport, the campaign aims to build awareness of Ritter Sport’s 30-year sustainable brand ethos and to bring an interactive, experiential element to the way travelers discover the brand’s quality for its Travel Retail Exclusives range.
The promotion area in Frankfurt Airport Terminal 2/Non-Schengen features the same cocoa tree installation, plus the Colorful World of Chocolate infotainment tower and tells the brand’s recent carbon neutral certification journey story through touch-sensitive digital screens.
“At Frankfurt Airport we wanted to further amplify our Colorful World of Chocolate brand activation through the combination of digital advertising and interactive campaign space," said Kerstin Krüger, marketing manager travel retail, Ritter Sport. "This storytelling promotion has been a great way to showcase our sustainability journey and bring our cute sloth mascot Don Choco to life. He is both our brand ambassador and central character for the promotion; by replicating the activation’s visual imagery across digital billboards elsewhere in the airport, we can draw attention to the story behind our cocoa farms at El Cacao in Nicaragua."
Like the Zürich activation, the colorful Ritter Sport chocolate sampling machine attracts consumers with the slogan "What's Your Flavour?" and offers travelers the opportunity to sample and taste Ritter’s chocolate using a touchless mechanic. By answering a few on-screen questions from Don Choco via their mobile device, the traveler receives its "personalized" chocolate from the touchless vending mechanic.
The promotion period at the airport is supplemented by additional communication — coloramas in high-visibility locations, driving customers to the promotion area.