One To­blerone, One Tree

Mon­delez and Dufry part­nered to sup­port the re­for­esta­tion non-prof­it or­ga­ni­za­tion One Tree Plant­ed, with ac­ti­va­tions dur­ing the last quar­ter of 2021 in sev­er­al Dufry lo­ca­tions, in­clud­ing Athens, Lis­bon, Zurich, Lon­don, Barcelona, Madrid, Stock­holm and Glas­gow.

The call to ac­tion was a sim­ple, yet at­trac­tive one: One To­blerone-One tree. The do­na­tion val­ue of each To­blerone pur­chased from se­lect Dufry stores will fund the plant­i­ng of one tree in the An­des Moun­tains in South Amer­i­ca with the sup­port of the above-men­tioned non-prof­it or­ga­ni­za­tion.

Sup­port­ed by tar­get­ed dig­i­tal ad­ver­tis­ing and point-of-sale pro­mo­tions, Mon­delez in­clud­ed a QR code tag on pop­u­lar To­blerone prod­ucts such as the 360 g. bar and the To­blerone Tiny bag.

Upon scan­ning the QR code, cus­tomers were led to a mi­crosite with com­pre­hen­sive in­for­ma­tion about the cam­paign and al­low­ing track­ing One Tree Plant­ed’s re­for­esta­tion ef­forts in real time. The cam­paign was close to reach­ing the USD 50,000 goal es­tab­lished, which will re­sult in near­ly 50,000 trees be­ing plant­ed.

The de­sign of the To­blerone and One Tree Plant­ed ac­ti­va­tions in­clud­ed re­pur­posed re­tail units as well as re­cy­cled plas­tics and re­claimed met­als to lim­it the en­vi­ron­men­tal im­pact.