Mondelez World Travel Retail (WTR) and Qatar Duty Free (QDF) have united to open the first permanent OREO café to open outside of the USA and the first-ever in the Travel Retail channel.
Located in the airport’s celebrated new North Node, the 116sqm cookie-themed café started trading at the beginning of November 2022, delighting travellers with a delicious selection of sweet inventions including the best-selling OREO-flavored milkshakes, muffins and cheesecakes, in addition to a comprehensive savory food and beverage menu.
The bespoke café concept features OREO’s electric signature blue, white and black, attracting transiting passengers with giant OREO furniture, digital media walls and an OREO retail area. Throughout the experience, various touchpoints encourage travelers to take photos, with many HIA passengers having already shared their experiences online organically with OREO and Doha hashtags, taking a memory of the world’s favorite cookie on their onward journey and spreading excitement.
The OREO Creations Bar is the central stage for diners to wonder at the spectacle of specially trained chefs producing fabulous culinary creations live, using OREO as a core ingredient. The first hero product for the OREO Creations Bar is the football molded OREO Waffle, which will be rotated on a seasonal basis to keep the menu fresh and enticing for travellers.
To build awareness and excite travelers around the café’s launch, Mondelez WTR and QDF are running a marketing campaign that includes an in-flight video that ran during October 2022 on Qatar Airways in the lead-up to the opening of the café and an airport “on-the-trail” visibility program. Mondelez WTR also ran a highly successful social media campaign featuring playful creative assets and rich imagery of tasty treats from the café’s menu. The campaign outperformed across nearly every platform, with Facebook and Instagram advertisements delivering an exceptional 12.5 million impressions (506% over delivery). In addition, Gen Z travelers will be targeted with an upcoming TikTok campaign to stimulate user-generated content and even more excitement.
On the 6th of March – OREO Day – Mondelez WTR, and QDF ran a full day takeover at HIA, including an end-to-end digital communication campaign on over 800 screens, creating a tangible buzz and inviting travelers to come celebrate the world’s favorite cookie with a delicious treat at its new airport home.