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 1^st 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.

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McCain has launched an on-pack promotion offering consumers free tickets to participating attractions across Britain.

The activities on offer include tree top adventures, go-karting, Segway tours, scuba diving and trampolining, at more than 1,000 locations including large venues and companies, such as Thorpe Park, Legoland, Awesome Walls and Team Sport, and small ones, such as the Bath Postal Museum or the Pencil Museum.

McCain says it wants to encourage families to “participate in activities they might not normally consider at the weekend”, and the promotion will run from April 1^st for 12 weeks. Promotional packs will be available across variants and pack formats within McCain’s frozen French Fries range.

To enter, customers need to purchase a promotional pack in-store and enter their quality code on the competition website www.mccainfreeticket.co.uk. They will then get a voucher which entitles them to claim a second ticket of equal or lower value when they purchase one (so if they buy an adult ticket, they can claim either an adult or child ticket for free; if they buy a child ticket, they can claim another child ticket).

Entry is only open to residents of Great Britain (England, Scotland and Wales) and excludes residents of Northern Ireland and the Republic of Ireland, as well as McCain employees and their immediate families of McCain Foods Ltd and anyone professionally connected to the promotion. Consumers can only claim once per promotional pack bought.

The promotion has been put together for McCain by Manchester-based marketing agency ZEAL Creative, with input from fixed fee company Umbrella and Cheshire-based digital agency DX Digital.

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Kellogg’s has announced that its exclusive ‘Grown-ups Go Free’ promotion with Merlin will return from January 2018, this time increasing the voucher value by 20%.

By cashing-in the voucher found on Kellogg’s promotional packs shoppers have the opportunity to save up to £60 off the usual ticket price of one adult ticket at a number of Merlin attractions. Consumers can also skip the queues on the day by booking online ahead of their visit.

Available across nearly all Kellogg’s snacks and cereals, the annual promotion will be accessible for shoppers planning days out for family or friends from January next year.

Consumers will be able to use their vouchers at 50 participating venues across the UK and Republic of Ireland, including: Alton Towers Resort; UK SEA LIFE centres; The Blackpool Tower; LEGOLAND Windsor Resort; and Shrek’s Adventure! London.

Kellogg’s impulse sales category lead, Simon Smith, says: “Our Grown-Ups Go Free promotion offers incredible value for shoppers and is completely unique to Kellogg’s. We know consumers actively hunt for it in the run up to holiday periods and it plays an essential part of retailers’ Easter displays. We saw almost two million voucher redemptions last year and with the call-out being more valuable than ever, it’s set to be the on-pack event of the year.”

Kellogg’s cereals including Crunchy Nut, Rice Krispies, Krave, Corn Flakes, Frosties, Variety Packs, Fruit n Fibre and Coco Pops and Kellogg’s snacks including Rice Krispies Squares, Winders, Choco Bakes, Frosties/Coco Pops/Rice Krispies Cereal Bars and Nutri-Grain Elevenses/Fruit Bars are all included in the promotion, which will be running from January 1^st 2018 until mid-April. Vouchers will be valid until June 30^th 2019.

The maximum £60 value for the vouchers is calculated against the full price adult peak entry ticket to LEGOLAND Windsor Resort.

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Beans brand Branston has announced the return of its two-for-one ticket deal with Merlin Entertainments for the second year running, offering tickets to 13 Merlin attractions including Thorpe Park Resort and Sea Life Centres.

The “2 for 1 Tickets” campaign, which will be in store until August on multi-packs and single cans, “aims to extend the target audience for the brand while resonating with families in a fun and engaging way”, according to Branston.

The on pack promotion will also be supported by wider activity including PR and in-store activation, including specific retailer giveaways.

Dean Towey, marketing director for Branston, said: “The partnership aims to provide a point of difference and encourage product trial among a wider target audience. We were thrilled by the success of last year’s partnership and are pleased to be able to offer a benefit which truly resonates with families.”

Katie Chapman, Brand Manager, Thorpe Park Resort, comments: “We are looking forward to developing a partnership with Branston Baked Beans for a second consecutive year. The brand is very much aligned with our own core values and we feel the promotion is a great opportunity to reach out to families during the summer season”.

To claim tickets, consumers have to buy a promotional pack and take the label to the attraction of their choice, or they can claim their passes online using the entry code featured on the label. Consumers have until November 1 2017 to claim tickets at Thorpe Park and until December 31 for Sea Life centres. Restrictions and exclusion dates apply.

The Branston brand is owned by Mizkan Europe Ltd, which usues it for pickles and sauces. Branston Baked Beans are made under licence by Princes Foods.

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Kelloggs ‘Grown-ups Go Free’ Merlin promotion returns

Kelloggs is re-launching its annual ‘Grown-ups Go Free’ promotion in partnership with Merlin Entertainments – and this time the cereal company is highlighting the potential £50 value on-pack.

The promotion started in March in the run-up to the Easter Bank Holiday and school holidays.

By using vouchers from promotional packs of Kellogg’s cereal, cereal bars, Nutri-Grain products, Squares and Fruit Winders, families can claim free tickets to Merlin attractions such as Thorpe Park Resort, Warwick Castle and the Dungeons, saving up to £50.

Consumers just cut out the voucher and take it along to the attraction of their choice. As long as they buy at least one full-price child or adult ticket, one adult can get in for free.

The giveaway is designed to support and encourage family days out. Kelloggs family favourites such as Rice Krispies, Fruit ‘n Fibre, and Crunchy Nut Corn Flakes are all included in the promotion.

All of Merlin’s UK attractions, including Chessington World of Adventures Resort, Sea Life Centres around the country and the Blackpool Tower, are included in the promotion making a total of 51 sites.

To celebrate the return of Kelloggs Grown-ups Go Free for 2017, the two partners are also running a free entry prize draw offering the chance to win one of five Family Short Break prizes at Merlin attractions with accommodation on-site, such as the new CBeebies Land Hotel at Alton Towers Resort, the LEGOLAND Windsor Resort Hotel or the new Knights Village at Warwick Castle. There is no need to buy a product to enter the draw.

Kelloggs sales director for the speciality channel, Nick Dawson, says: “Our annual Merlin partnership is the on-pack event of the year, which families are waiting for. We know consumers are expecting it and they actively hunt for it in stores in the run up to holiday periods. We hope this promotion will encourage retailers to stock up, ensuring consumers can collect their vouchers in their local store.”

A full list of attractions can be found at www.grownupsgofree.kelloggs.co.uk or on the Merlin website. Entry is via https://www.merlinfun.com/.

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