Cadbury, the nation’s favourite chocolate[i], is joining forces with Merlin Entertainments once again for the return of this family-favourite summer promotion. Launching in May and available for 6 months, this on-pack promotion will offer a free standard ticket with every purchase of a full-priced adult ticket to a host of the UK’s top attractions including Alton Towers Resort, Chessington World of Adventures Resort, Thorpe Park Resort and the LEGOLAND® Windsor Resort.

This cross-category promotion will run across selected products from Cadbury’s Chocolate and Biscuits ranges for the full six months, and Cadbury’s Seasonal range will join the promotional line-up when in market. The offer will appear across more than 68 million packs of 21 different SKUs – bringing joy and memorable moments for families across the country at a time when family staycations are an extremely popular choice.

Sophia Geddes, Brand Manager for Cadbury at Mondel?z International said, “Merlin’s family attractions are visited by millions of people each year, existing to create magical experiences for their guests. This is what makes this partnership the perfect fit, supporting Cadbury’s purpose to inspire joy and generosity for families this summer and beyond.

“We know this promotion is important to families but this year we know it’s even more relevant for our consumers who are seeking more opportunities to enjoy quality time with their loved ones. We’ve had six successful years working with Merlin and this year will be no exception. In fact, shoppers have loved this promotion so much in previous years that we have decided to extend the offer from four months to a massive six-month period and have also added more products to the on-pack range.”

“This promotion gives consumers ‘something more’ on brands they know and love, by rewarding them with a 2-for-1 instant voucher to book online to be able to visit  top UK attractions – with an incredible potential saving of up to  £53. We recommend retailers give the promotional range strong off-shelf feature to ensure maximum visibility and help to drive their sales of these ranges.” Geddes concludes.

The on-pack promotion will be supported with a high-impact campaign between July and August across social and digital advertising as well as plenty of in-store marketing to make the partnership unmissable.

For full information and T&Cs will be available to consumers on

[i] Nielsen Total coverage including discounters, Value, MAT 16.05.20

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