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As part of the sampling campaign, Blackjack brand ambassadors engage passengers in Hershey’s brand experience by distributing free samples of Reese’s products, including Reese’s Peanut Butter Cups, Reese’s Peanut Butter Cup Miniatures (in milk and white chocolate) and Reese’s Pieces Candies. The products are available to buy in travel-retail exclusive packs in the World Duty Free store.
According to The Hershey Company, product trial is valuable in engaging consumers with the Hershey brand and the company story. It also drives sales of the Reese’s brand by encouraging shoppers to try the products for themselves before they buy.
This is the first time Hershey has been featured in London Heathrow, following its UK debut at Gatwick and is its first UK-agency staffed campaign.
Account manager luxury, confectionery, WDFG and airport retailers at Blackjack Promotions Kay Walker said: “We’re really excited for this campaign, particularly given that Hershey is so new into World Duty Free. This activity has already sweetened the experience for passengers visiting Heathrow and World Duty Free in T5 and we’re looking forward to further success in T3.
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“Reese’s is a unique product with the perfect combination of chocolate and peanut butter and the Hershey Company has a great story to tell. We hope this is the first of many more activities to come.”
Hershey’s World Travel Team leader Europe Amy Wilson added: “Confection is the most impulsive category within travel-retail and snacking is a growing usage occasion. We are excited to be partnering with Blackjack and WDFG to have Hershey’s Reese’s brand in Heathrow to drive excitement in the confection category.”
Blackjack Promotions is the UK’s leading staffing solutions, travel retail and experiential specialist. Everything we do is committed to connecting consumers with brand experiences that are exciting, engaging and immersive, that ultimately provoke a real emotional response.
Our core service offering falls under four headings: travel retail, customer service, experiential and logistics. We are proud to be the largest Travel Retail agency in the UK and we also work hand-in-hand with agency partners and media owners using our experiential expertise to bring brands and briefs to life.
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Blackjack was founded in 1995 and acquired by OmniServ Limited, the European division of Air Serv Corporation, owned by ABM, in 2013. Our UK headquarters are at Heathrow, where we employ approximately 1,000 staff, in addition to a database of 8,000+ field staff.
Blackjack is an IPM member agency and has been ranked in the top 10 league tables for both experiential and field marketing.
About BlackjackMENApowered by Dulsco
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Blackjack Heathrow Agency Services
BlackjackMENApowered by Dulsco is a joint venture between Dubai-based manpower, environmental and property solutions company Dulsco and ABM’s travel retail staffing, customer service, experiential and logistics specialist, Blackjack Promotions.
Combining the manpower understanding and indigenous knowledge of Dulsco, a flagship name in the manpower industry for 83 years with a solid reputation across the UAE, with Blackjack’s global modern outsourcing strategies, innovative training methods and creative approach to the experiential journey of passengers, BlackjackMENApowered by Dulscooffers 21st century retail staffing and experiential marketing solutions for Middle East brands and retailers. Its unique service offering spans Travel Retail Sales Specialists, Airport Hosts, Field Marketing, Experiential activations and Event Staffing.