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Dairylea, the nation’s number one processed cheese brand[1], is rolling out Discovery Days – a brand-new partnership with Trainline, which provides families with discounted train tickets. *

From 2nd April to 31st May, shoppers will be able to get £10 off family train tickets by scanning QR codes on promotional packs of Dairylea Triangles. Perfect for on-the-go, Dairylea Triangles make for a tasty snack that families can enjoy on their adventures and discovery days.

Ria Rianti, Senior Brand Manager for Dairylea at Mondel?z International said: “We’re so excited to be partnering with Trainline for Discovery Days, giving families the opportunity to get cheaper travel and explore the UK!

“The partnership is set to be our biggest campaign of the year and gives retailers a valuable opportunity to drive excitement with shoppers and boost sales in the category.

“The Dairylea range has been trusted by parents to deliver tasty and convenient cheese snacks for over 70 years, with an incredible 91% brand awareness[2]. This makes it an ideal range to activate a partnership like this one, giving families a little something extra in their shopping basket.”

The campaign will be supported by PR, radio, OOH, social and in-store activations to make it unmissable.

Retailers should stock up on Discovery Days packs to take full advantage of the partnership and visit www.SnackDisplay.co.uk for further advice and insight into the category. 

*GB, 18+ only, 00:01 02/04/24 – 23:59 31/05/24. 650 Gifts available to be claimed per day, 40,000 in total. Purchase any Dairylea Triangles pack, scan QR code or visit discoverydays.dairylea.co.uk and enter your details including photo of receipt to claim your Gift. Gifts: 1 x voucher for £10 when you spend £30 on www.thetrainline.com on a minimum of 1 adult ticket & 1 child ticket (5-15 yrs.) in one transaction. Retain receipt. Internet access required. Max 1 entry and 1 Prize per household. Visit discoverydays.dairlea.co.uk for full Terms & Conditions & Prize details.

[1] Total Processed Cheese, Market Share, Nielsen 52w w/e 08.10.22

[2] Metrix Lab Equity Deep Dive 2021

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