Cadbury and Merlin Entertainments’ partnership, offering consumers free tickets for memorable days out during summer, is set to continue for a third year running.
Launching on May 1st and running through the summer to September, Cadbury promotional chocolate bags will offer a free ticket with every purchase of a full priced adult ticket to top UK attractions including Legoland Windsor Resort, Thorpe Park Resort, Chessington World of Adventures Resort and Sea Life centres.
The on-pack voucher entitles the holder to one free entry with one full paying adult at the attraction gate.
The promotion will be supported by a £1m marketing spend, including Out-Of-Home (OOH) and digital activity that will reach 80% of all adults, and should help drive further category growth in the chocolate bags segment.
The 2017 activity, which was extended to 32 pack variants, helped drive chocolate bag sales during the summer months, delivering a penetration growth of +3.7 percentage points with purchase frequency increasing to 2.7.
Chris Campbell, Brand Manager for Cadbury chocolate bags, says: “In partnership with Merlin Entertainments, we’re helping parents to spend quality time with their families during the holiday season with an instant saving. For 2018 we are making three million new more packs available to consumers – so there are even more opportunities for families to take advantage of the offer.”
The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.