Cadbury chocolate to offer free tickets to UK attractions via on-pack promotions

By Douglas Yu contact

- Last updated on GMT

Cadbury aims to drive the UK's chocolate bags segment. Pic: Mondelēz
Cadbury aims to drive the UK's chocolate bags segment. Pic: Mondelēz
Cadbury will partner with Merlin Entertainments for the third year in row this summer to offer free tickets to UK attractions, including Legoland and Windsor Resort, through on-pack promotions.

The promotion, featuring Cadbury Dairy Milk Giant Buttons and Cadbury Oreo Bites sold in the UK and Ireland, is set to launch on May 1, 2018 and run through the summer to September, according to the Mondelēz-owned confectioner.

It will also be supported by a £1m ($1.38m) marketing spend, including OOH (out-of-home) media advertising and digital activity that will reach 80% of all British adults, added Cadbury.

The company noted it aims to drive further category growth in the chocolate bags segment.

According to a recent Euromonitor report, overall sugar confectionery is increasingly blamed for many health problems in the UK, and its value declined about 1% in 2016 due to strong price competition and the increased use of price promotions to drive sales.

However, mixed and variety bags are “the most significant area in ‘other’ sugar confectionery, accounting for an estimated 42% value share”​ in the UK in 2016, said the market data provider.

“The 2017 promotion helped drive chocolate bag sales during the summer months,”​ said Cadbury. “Last year’s promotion was extended to 32 SKUs. The brand saw a penetration growth of 3.7pp and frequency increased to 2.7 (according to Nielsen and Kantar data).”

Chris Campbell, brand manager for Cadbury chocolate bags, said: “We’re helping parents spend quality time with their families during the holiday season with an instant saving.

“For 2018, we’re making three million 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 purchase,”​ said Campbell.

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