Kellanova and Kreol stage Pringles activation at Abu Dhabi Duty Free
A new branded activation from Pringles has been unveiled at Zayed International Airport, part of a collaboration between brand owner Kellanova Global Travel Retail (GTR), distributor Kreol Travel Retail, and duty-free retailer Lagardère Travel Retail. The campaign places the well-known snacking brand at the centre of a high-traffic area in Abu Dhabi Duty Free, aiming to raise visibility and encourage on-the-go purchases.
The installation, which runs throughout the summer, features a travel-themed ‘Pringles runway’ concept across the main checkout zone, with imagery of clouds, planes, and chips falling from above. The intention is to integrate the brand into the travel context and draw shopper attention at the point of sale.
“Tactical in-store branding is no longer just about visibility. It’s about anchoring the brand in the traveller’s memory,” said Kreol Arakulath, Executive Director of Kreol Group. “By creating high-footfall moments that entertain as well as inform, we help brands like Pringles convert attention into lasting brand equity and sales uplift. It’s about turning those few seconds or minutes of ‘the wait’ into a more pleasant, branded experience.”
Kellanova Travel Retail Lead Jeanne Reijnders added: “By creating a visually engaging and entertaining in-store experience, we enhance brand visibility, elevate the shopper journey, and ultimately drive on-the-go snacking purchases. It’s a dynamic way to connect with travellers and bring added excitement to the point of sale”.
The activation runs throughout the summer months at Zayed International Airport and is accompanied by the promotion of Pringles’ travel retail-exclusive packs and flavours.
Data from m1nd-set for Q1 2025 suggests Pringles is operating in a segment with considerable momentum. Savoury snacking now represents 43% of wallet share in the travel retail food category, a 10% increase versus 2023. The segment also saw a 4% rise in conversion, the highest among food categories, suggesting travellers are increasingly opting for salty snacks over sweet alternatives.