Cadbury, the nation’s favourite chocolate brand, is once again partnering with Merlin Entertainments for another on-pack summer promotion, Who Will You Take?, giving shoppers access to discounted ticket prices to top attractions across the UK. Shoppers can redeem packs from 14 April 2025 – 30 June 2026, while the campaign offers 10-50%* off the price of up to four tickets with the purchase of a participating pack, a family favourite that parents will love.
Shoppers will be able to redeem the promotional discounted prices for some of the biggest attractions in the UK, including Alton Towers Resort, The London Eye, SEA LIFE Aquariums & Centres, Madame Tussauds (London or Blackpool) as well as Cadbury World and many more.
The promotion will be visible on-pack across a huge range of Cadbury chocolate and biscuit multipacks, such as Cadbury Dairy Milk Little Bars and Cadbury Mini Animals, as well as being accessible via participating multipacks without the on-pack design. To redeem, all shoppers need to do is visit www.fun.cadbury.co.uk, and enter the barcode and batch code from their purchased pack to receive a discount code to book tickets for their chosen attraction.
With a new look and feel for 2025 to elevate the campaign, the on-pack design asks the question ‘Who Will You Take?´ and captures the excitement of the shared experience of a family day out at a Merlin Entertainments attraction, as well as the humour and heartfelt generosity that children can inspire, mirroring Cadbury’s own spirit of generosity.
Eloise Lake, junior brand manager for Cadbury at Mondelēz International, says: “We’re delighted to have extended our partnership with Merlin Entertainments for another year, giving parents and families the opportunity to enjoy quality time together at their attraction sites across the UK. The partnership speaks to Cadbury’s own spirit of generosity, and this year, we’re pleased to be encouraging families to think about generosity with our Who Will You Take? campaign.”
The promotion with Merlin Entertainments will be bolstered by an impactful media campaign across digital, radio and social, as well as in-store support and point of sale materials to make the partnership unmissable to shoppers.
For more expert advice on making the most of the confectionery category, retailers can visit www.snackdisplay.co.uk.
