Amarula teams up with Heinemann for awareness-raising activation

Aug 8, 2019 | News

By Elena Dimama – DFNI Online

he promotion is aimed at increasing awareness and funds for elephant conservation

Distell Travel Retail has joined forces with Gebr Heinemann for an Amarula ‘Stamp Your Pledge’ promotion at Frankfurt Airport to raise awareness of and funds for elephant conservation.

Throughout August, leading up to World Elephant Day on 12 August, passengers visiting the in-store activation will have the opportunity to personalise their own bottle of Amarula to show their support of elephant conservation in Africa.

The site features a large, 3D elephant, with visitors invited to try an Amarula, either Cream or Vanilla Spice, on ice, as well as the Amarula Truffles made by Goldkenn.

As part of the activation, customers’ names are printed out on a sticker underneath a stylised fingerprint containing the Amarula elephant logo.

The sticker is then placed on the purchased bottle of Amarula, allowing consumers to use their personalised bottle to start conversations with friends and family about their support of elephant conservation in Africa.

With every personalised bottle sold, €0.50 will be donated to the Amarula Trust, which will aid elephant conservation efforts in Africa. Visitors to the promotion are also able to purchase Goldkenn Amarula chocolates, in a tin and bar format; €0.50 per tin sold and €0.25 per chocolate bar sold will be donated to the Amarula Trust.

Rüdiger Stelkens, Gebr. Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food, said: “Partnering with Distell Travel Retail to create this magnificent, interactive promotional area to raise awareness for elephant conservation was a pleasure.

“This is a perfect campaign as it is very appealing to Amarula fans and also connects with shoppers that are eager to contribute to a good cause. In addition, it supports our goal to entice travellers with cross-category promotions for spirits and chocolates, thus building sales for both categories.”

Luke Maga, Distell Global Travel Retail Managing Director, added: “Amarula has been committed to elephant conservation since 2002 and the travel retail channel has consistently gotten behind its charity efforts over the years.

“Last year over €50,000 was raised in the channel in just one month. We look forward to continuing our CSR efforts this summer and thank Heinemann for granting us the space at Frankfurt Airport to execute our Stamp Your Pledge promotion.”

The Amarula Trust aims to safeguard African elephants so that people can keep meeting them under the marula trees, year after year.

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