Issue 42 - March 2022
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.
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