WALKER’S Shortbread has launched new packaging for its bestselling Twin-pack of Fingers in celebration of the Lunar New Year.
The move comes in partnership with travel retailer, Avolta, with the packs set to feature at a new activation site opening at Avolta’s store at London Gatwick from January until March, with it set to offer a ‘unique blend of Scottish and Chinese culture’ to thousands of passengers.
The store will allow visitors to be immersed in the festivities, with it featuring Chinese lanterns and allowing visitors on a journey through iconic landmarks across China via a special Lunar New Year film.
The new packs of shortbread will be available at the store, with the ‘eye-catching’ packaging continuing to showcase the brand’s iconic tartan design but with new illustrations and red and gold accents throughout – bridging both Scottish and Chinese design.
Shortbread samples will be available for passengers to taste as they browse the site. Walker’s will also be engaging with travellers through a spin to win activation situated at the site. Passengers have a chance to spin a wheel to win fun prizes, including packs of Hong Bao Envelopes, a variety of Lunar New Year postcards, and Walker’s Shortbread tote bags.
May Ngai, global travel retail manager at Walker’s Shortbread, said, “We are not only celebrating the Lunar New Year, but also bridging two cultures. In Chinese zodiac, the snake symbolises charm, intelligence, and creativity – qualities we’ve embraced in the crafting of our special Lunar New Year shortbread. As a treat enjoyed by people worldwide, our shortbread serves as a delicious way to connect across cultures. Through interactive activation and products like these, we aim to foster meaningful engagement, celebrate diversity, and share the warmth and tradition of Scottish culture during this season of gifting.”
Based in Aberlour, Walker’s was founded in 1898 and has expanded over the years with growing demand for the heritage brand, particularly within global travel retail, with products now sold in around 40 markets globally. The family-owned business has been working with Avolta over the past three years to level up shopping experiences in leading cities including Edinburgh and London.
Jonathan McIvor, category manager for food and confectionery for Avolta in the UK, added, “We are always delighted to partner with Walker’s Shortbread to create truly unique and exhilarating activation experiences for our customers. This latest activation in London Gatwick Airport will provide an amazing opportunity for travellers to experience the perfect blend of Scottish and Chinese tradition, bringing heritage to the forefront in a unique and delicious way.”
