Cadbury and Merlin reunite for on-pack promotion
Cadbury and Merlin Entertainments’ partnership offering consumers free tickets for memorable days out this summer is set to continue for a third year.
Running through the summer until September, Cadbury promotional chocolate bags will offer a free ticket with every purchase of a full priced adult ticket to the UK’s top attractions. The promotion includes offers to top attractions such as Legoland Windsor Resort, Thorpe Park Resort, Chessington World of Adventures Resort and Sealife centres.
The on–pack promotion will be supported by a £1m marketing spend, including digital activity that will reach 80% of all adults, and aims to help drive further category growth in the chocolate bags segment.
The 2017 promotion helped drive chocolate bag sales during the summer months. Last year’s promotion was extended to 32 SKUs. The brand saw a penetration growth of +3.7pp and frequency increased 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. We recommend retailers give the promotional range strong off-shelf feature to ensure maximum visibility and drive purchases.”