Cadbury Dairy Milk is set to hero its iconic glass and a half of milk credentials in its upcoming ‘Adopt a Cow’ on pack-promotion.

Available on singles and multipacks of Cadbury Dairy Milk Buttons, Cadbury Dairy Milk Freddo and Cadbury Dairy Milk Little Bars from June, the promotion will remind consumers of the great taste of Cadbury and offer families the chance to adopt one of 20 cows and win a farm-tastic weekend away to meet their new friend.

For the chance to win, families will be invited to enter the unique online code from a promotional pack from 1st June until 31st August then select which cow they’d like to adopt based on photos and qualities. In the lead up to the prize draw in late September, Cadbury will be interacting with families by bringing small moments of joy through regular news and updates from the herd.

The promotion will be supported by a £4m marketing spend including out of home, in-store and digital activity alongside PR.

Cadbury Dairy Milk Buttons and Cadbury Dairy Milk Freddo are family favourites, worth £83m and £22m respectively. Cadbury Dairy Milk’s ‘Glass and a Half’ credentials first appeared on packaging in 1940, later becoming an integral part of the full range’s branding from the 1970s.

David McDermott, brand manager at Cadbury, said: “For many people, Cadbury Dairy Milk was their first taste of chocolate thanks to the iconic glass and a half credentials but in research, we uncovered that one in five children do not know that milk comes from cows!

“This latest campaign will remind consumers that the great taste of Cadbury Dairy Milk is created using fresh ingredients from British and Irish farms while creating moments of joy over the summer with a moo-nique and engaging family campaign.

“During the promotional period, we recommend that retailers should maximise visibility in store using our disruptive POS to help unlock incremental sales make the most of heightened awareness.”

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