SPAIN — Nestlé International Travel Retail (NITR) has joined forces with global travel retailer Avolta to bring an extraordinary Formula 1-themed experiential activation to Josep Tarradellas Barcelona-El Prat Airport — one of Europe’s most visited aviation gateways. The campaign, running through 30 June 2026, invites passengers to buckle up for an F1 simulator experience while discovering a travel retail-exclusive KitKat Formula 1 collection.
A Grand Prix Weekend Timing Strategy
The timing of the activation was no accident. The campaign was strategically launched to coincide with the upcoming Barcelona Catalunya Grand Prix weekend, taking place on 12–14 June. With tens of thousands of motorsport fans flowing through Barcelona’s airport before and after the race, the location and timing create a highly targeted audience of passionate F1 enthusiasts – precisely the demographic KitKat is courting with its landmark partnership.
The KitKat–Formula 1 collaboration was first announced in November 2024 as a three-year global agreement — Nestlé’s largest global brand partnership to date. It aims to tap into Formula 1’s expanding international fanbase, particularly among younger and more diverse demographics, with the collaboration officially beginning during the 2025 racing season, coinciding with KitKat’s 90th anniversary and Formula 1’s 75th year.
Full-Throttle In-Store Experience
On arrival at the pop-up, shoppers are invited to warm up their engines with a Formula 1 race simulator that lets them experience the intensity of a Grand Prix first-hand. The simulator acts as a powerful magnet, pulling curious travellers into the activation zone and creating organic dwell time that benefits the wider product range on display.
Activation at a Glance
The campaign showcases KitKat’s latest travel retail-exclusive (TREX) range, including the KitKat Formula 1 collection, with exclusive bundles, promotional offers, and collectible KitKat Formula 1 car model gifts-with-purchase designed to drive conversion and boost basket spend.
“This activation brings together two globally recognised brands, an immersive in-store experience and exclusive product, creating a more memorable moment for passengers.”
— Philippe Moryl, Global Head of Food & Confectionery, Avolta
The A.C.T. Strategy: Attract, Convert, Thrive
The Barcelona activation is a flagship demonstration of NITR’s proprietary A.C.T. (Attract, Convert, Thrive) category framework — a strategy that positions travel retail as a destination experience rather than a transactional pit stop.
NITR General Manager Fred Porchet explained: “The Formula 1 simulator acts as a powerful traffic driver, increasing visibility and encouraging store entry, while the product range — particularly travel retail exclusives — supports conversion by offering differentiation and relevance. This is especially important for engaging Gen Z travellers, where we see high levels of interaction.”
With Formula 1’s global fanbase exceeding 820 million and continuing to grow, particularly among younger and more diverse audiences, the partnership gives KitKat access to an immersive digital ecosystem that amplifies its iconic ‘Have a Break, Have a KitKat’ message at a massive scale.
“We are proud to bring the KitKat & Formula 1 partnership to life with Avolta at Barcelona Airport, one of Europe’s most dynamic travel hubs.”
— Fred Porchet, General Manager, Nestlé International Travel Retail
Avolta’s Role: Bringing Brands Closer to Travellers
For Avolta — the world’s leading travel experience company operating across airports, motorways, and railway stations globally — the Barcelona activation represents the kind of brand partnership that elevates the passenger journey from a routine wait to a memorable brand encounter.
Philippe Moryl, Avolta’s Global Head of Food & Confectionery, noted that Avolta’s strength lies in bringing brands closer to travellers through engaging experiences that combine strong execution, relevant product offers, and high-impact visibility. The confluence of strong brand equity (KitKat and F1), a world-class retail partner, and a premium airport gateway creates the ideal setting for a high-performance activation.
Travel Retail Exclusives Drive Differentiation
A critical pillar of the activation is product exclusivity. The TREX (Travel Retail Exclusive) format means that the KitKat Formula 1 collection — including the special edition packaging, collectible F1 car model gifts-with-purchase, and promotional bundles — cannot be found on the high street or in supermarkets. This positions duty-free shopping as the only place to access these coveted items, providing a genuine incentive for impulse purchase and gifting.
NITR’s approach follows Nestlé and Avolta’s shared mission to transform travel retail by accelerating category growth, delivering immersive experiences that delight a new generation of passengers, and making duty-free the go-to destination for affordable gifting and great experiences.
A Global Rollout Gathers Pace
Barcelona is the latest stop in a growing global circuit of KitKat F1 activations. In November 2025, NITR and Avolta opened two immersive KitKat and Nestlé spaces at São Paulo Guarulhos International Airport, timed to coincide with the F1 Grand Prix in Brazil. The partnership is set to continue expanding across the world throughout 2026, with more airport activations expected at key international hubs.
The trajectory is clear: every Grand Prix weekend represents a marketing opportunity for NITR and Avolta to capture the attention of a passionate, globally mobile fan base at the very moment they are passing through travel retail. Barcelona is a proof-of-concept that the strategy is working.
