Opinion: Lindt underlines chocolate’s universal gifting appeal for Ramadan and Easter

Introduction: In this opinion piece, Lindt delves into how two distinct cultural celebrations – Ramadan and Easter – are united by the universal language of chocolate. It highlights recent examples of how it transformed travel retail into a space for indulgent gifting and connection during a key festive season.

At Lindt Global Travel Retail, we believe that chocolate transcends borders, languages and traditions. Every spring, we have the privilege of celebrating Ramadan and Easter – two culturally distinct occasions, but both underpinned by the universal joys of celebration, gifting and indulgence. While premium chocolate is a year-round favourite of travellers – particularly in terms of gifting – Ramadan and Easter embody the spirit which makes seasonality such an important opportunity.

Our strategy? Activate our brands at key locations for travellers who are looking for something to bring home to their loved ones, in a way that emphasises the universal appeal and premium quality of Lindt as the gift (or self-purchase) of choice.

Embracing the spirit of Ramadan

Ramadan is a major opportunity to connect with chocolate lovers who travel during this special month for Muslims worldwide. This is particularly true in the UAE, where over 90% of residents actively participate in festivities, with as many as 89% intending to visit friends and family during the holy month (tgmresearch.com).

In 2024, the week of Eid saw Dubai hotel occupancy reach 92.9%, essentially making it the country’s peak tourist season.

With this backdrop in mind, Ramadan-themed activations at Abu Dhabi Zayed and Dubai international airports put premium chocolate firmly on the agenda for those looking to gift and indulge after the month-long fast.

Sense of place touches and clear, culturally relevant gifting cues were key in ensuring these activations captured shoppers’ attention. A focus on our core gifting SKUs, particularly Lindor, also made it straightforward and convenient to select a gift on impulse.

Celebrating Easter’s joyful traditions

Easter, synonymous with renewal and festivity, sees a significant surge in chocolate consumption. A key market for Lindt, in the UK alone over 80 million Easter eggs are sold annually, contributing to 10% of the nation’s yearly chocolate purchases.

Our Easter activations at key airports embraced this enthusiasm. Vibrant displays heroed our iconic Gold Bunnies – a global Easter icon and the perfect embodiment of both joy and magical family moments associated with this holiday.

Lindt’s Gold Bunnies and Easter eggs are a fantastic example of how chocolate has become an integral part of cultural celebrations. By aligning our offer with these moments, and activating our iconic brands during these holidays, we are strengthening those cultural and emotional ties.

Looking ahead

As we reflect on the success of our Ramadan and Easter activations, we’re inspired to continue crafting experiences that honour cultural traditions and bring joy to travellers worldwide.

When supermarkets and convenience stores are packing their shelves with Easter Eggs, it’s important that we double-down on what makes travel retail such a special place to engage with shoppers during festive periods.