Walker’s Shortbread, the family-owned Scottish shortbread brand with over 128 years of baking heritage, has launched a major summer retail initiative across London’s busiest airports to celebrate the introduction of its new, limited-edition Tennis Ball Shortbread Rounds, now available to purchase in Avolta’s World Duty Free stores.
To maximise brand visibility and drive passenger conversion during the peak summer travel season, Walker’s is supporting the NPD with a wave of immersive GTR activations. Following successful High-Profile Promotions (HPPs) and listings in World Duty Free stores across Heathrow Terminals 3 and 5, Walker’s has unveiled a dedicated activation site at London Gatwick’s North Terminal, live from 24th June to 27th July 2026.
Designed to offer travellers a memorable retail experience that taps into the excitement of this year’s British tennis season, the Gatwick space invites passengers to test their court skills on a digital iPad tennis game. Guided by on-site brand ambassadors offering shortbread sampling, players who beat their digital opponent with a score of three can spin an on-screen prize wheel to win a product sample or exclusive Walker’s tartan tennis balls, before being directed to the World Duty Free store’s Walker’s product displays to purchase the limited-edition product.
To keep passengers engaged around the clock, the activation features a clever 24/7 digital element. When the site is unstaffed, a QR code allows passengers to play the tennis game on their own mobile devices, automatically entering them into a digital giveaway to win a luxury Walker’s tennis hamper.
The rollout centres on the new Walker’s Tennis Ball Shortbread Rounds (RRP: £12.00, 300g), offering a playful twist on Walker’s world-famous, all-butter recipe. Presented in a commemorative tube containing 18 perfectly baked shortbread rounds, the new shape has been directly inspired by Walker’s historic partnership with its first-ever global brand ambassador, Scottish tennis legend Sir Andy Murray.
Bryony Walker, commercial director at Walker’s Shortbread, said: “Sir Andy Murray is a true Scottish sporting icon, and our new Tennis Ball Shortbread Rounds, inspired by our partnership, represent a perfect blend of two beloved Scottish institutions.
“We wanted to bring the excitement of the British summer tennis season directly to global travellers. Between our footprint at Heathrow and our interactive Gatwick site, this launch allows us to share a piece of our Scottish heritage in an engaging, playful format, bringing a bit of Walker’s magic to passengers’ summer journeys.”
Jonathan McIvor, UK category buying manager at Avolta, said: “This launch is a strong example of how we work with brand partners to bring something distinctive and timely to the airport retail experience.
“Walker’s is a much-loved British brand with a strong sense of heritage, and this limited-edition product connects that heritage with the energy of the summer tennis season in a way that feels relevant and engaging for travellers. Through interactive activations, sampling and strong in-store visibility across our World Duty Free stores, we are creating more memorable moments for passengers, while supporting a launch that has been designed specifically for the travel retail environment.”
Beyond the airport, the limited-edition shortbread is also part of a wider summer rollout, launching at Selfridges and featuring in exclusive hampers at the Queen’s Club tennis tournament.
