Walker’s Shortbread has partnered with Avolta’s World Duty Free to create a unique pop-up experience at Edinburgh Airport. The pop-up, which will be available until September 2nd, aims to showcase the joy of shortbread to travelers passing through the airport, especially during the Edinburgh Fringe Festival.
The activation is designed to engage passengers through a sensory journey that involves sight, smell, and taste. With a focus on Sense of Place, Walker’s offers a virtual journey to Aberlour in the Scottish Highlands, the brand’s hometown. The pop-up features atomizers that emit the smell of freshly baked shortbread, illustrations of Scottish landmarks, and a 3D replica of Joseph Walker’s original baker’s van, all adorned with Walker’s tartan for that perfect Instagrammable moment.
Passengers are encouraged to sample the all-butter shortbread and are given complimentary postcards with Scottish designs. Additionally, there is a personalized vending machine within the World Duty Free store where travelers can take a digital quiz to discover the perfect Walker’s products for any occasion.
Bryony Walker, Walker’s Shortbread Head of Commercial Strategy, expressed the brand’s commitment to engaging international audiences by creating an exciting and memorable experience that highlights Walker’s heritage. The pop-up aims to showcase the friendly and welcoming nature of Scotland, using sight, smell, and taste to bring the joy of shortbread to life.
Linsey Jordan, Edinburgh Airport Head of Retail, noted that many passengers love to stock up on Scottish favorites while traveling, making Walker’s Shortbread a popular choice. The unique installation is expected to be a hit with travelers from around the world who come to Edinburgh to experience the best of Scotland during the festival season.
Jonathan McIvor, Avolta Head of the Confectionery Category in the UK, emphasized the importance of delivering unique and memorable shopping experiences to consumers. The collaboration with Walker’s allows Avolta to bring Scotland’s heritage and culture to the forefront, providing travelers with an authentic taste of the country.
Overall, the partnership between Walker’s Shortbread and Avolta at Edinburgh Airport offers travelers a special opportunity to immerse themselves in the essence of Scotland through the joy of shortbread. Whether it’s experiencing the sights, smells, or tastes of Walker’s products, passengers are sure to enjoy this unique and engaging pop-up experience during their time at the airport.