London Stansted Airport has been awarded the accolade of ‘F&B Marketing and Promotions campaign of the year’ for its recent ‘Sky High Sandwich’ campaign. The campaign won in the European region category at the annual Airport Food and Beverage Awards 2019.
The innovative F&B campaign, ‘Sky High Sandwich’, was launched by London Stansted in March this year and provided new sandwich options, available at the airport, that are scientifically engineered to taste great in the air for passengers.
The campaign focused on raising the profile of London Stansted Airport and Not Always Caviar, showcasing an understanding of the rising expectations of consumers and a shared commitment to constantly innovate, by offering better food options for travellers, before they fly; available to purchase on the ground to take on-board. This is where the airport believes there is a growing commercial opportunity and an interesting opening to innovate and help write the next chapter in the story of in-flight food.
Backed by Professor Barry C. Smith, Director of the University of London’s Centre for the Study of the Senses, the creation was carefully curated using umami-rich ingredients, designed to combat passengers dulled senses when cruising in altitude.
The campaign made a splash in the media, receiving pick up within 30 national and consumer media outlets with a combined reach of over 400 million. The success of the campaign also increased sales for Not Always Caviar by over 6 per cent.
Lois Robertson, Brand and Marketing Manager at London Stansted Airport comments: “This prestigious win of best F&B marketing campaign in the European region at the FAB 2019 Awards is a real testament to the hard work given to this campaign by both Not Always Caviar and London Stansted’s dedicated team. The win also emphasises the airport’s commitment to constantly innovate and offer customers unique experiences.
“Our aim was to respond to travellers’ growing demand for new, innovative and premium experiences, and the Sky High Sandwich campaign succeeded at delivering a brand-new premium in-flight taste experience for our customers.”