Unique fresh food offering for Air Malta

Creating a unique fresh food offering for the launch of the new Air Malta Buy on Board, that moved away from a traditional free meal catering service and aligned with the brand values.

The Challenge

To create a range that appealed to the broad demographic of Air Malta passengers, whilst showcasing the Maltese culture. This was to be supported by the airline brand statement ‘The airline of the Maltese Islands’.

Balance product logistics utilising local suppliers and bringing stock into the country where products were not readily available.

Our Approach

We agreed a strategy with Air Malta that showcased fresh, locally made items. We enlisted a Maltese celebrity chef to apply his local flavour knowledge and personality and create high quality sandwiches and hot items for sale.

To highlight this collaboration, we featured an interview with Sky Gourmet’s Chef Neil Darmanin in the menu card, alongside quality product imagery, to create a story around how the range was formed and engage with the customers whilst they browsed the menu. Air Malta also produced a launch video and press release to announce the collaboration.

The Outcome

Target exceeded by 49%

We had immensely positive feedback from both local and international travellers about the fresh food. They liked the variety of choice available to them, the unique products made from quality locally sourced ingredients and the value for money.

From the beginning the fresh and hot food offering drove the transaction value way above expectation and exceeded the category revenue target for the first full year by 49%.

Tags: Air Malta | Case Studies | Onboard retail

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