Mondelez International and Merlin Entertainments have teamed up to offer two for one entry to the UK’s top attractions in a new on-pack promotion on a range of Cadbury chocolate bags and multipacks.

Running through to September, the £1m promotion includes offers on Legoland Windsor Resort, Thorpe Park Resort, Chessington World of Adventures Resort, Alton Towers Resort and many more top attractions.

Supported by PR, and an outdoor and social media campaign, the promotion aims to help grow frequency of chocolate bags segment to drive further category growth.

Melissa Stuart, brand manager for Cadbury chocolate bags, said: “It’s been a great three years for chocolate bags as they have continued to be the fastest growing chocolate segment over this time, and Mondelez International is responsible for driving the biggest growth in the category. However, we know there is still plenty of room to grow penetration and frequency and on-pack promotions have always proven a great way to do this.

“This promotion gives consumers ‘something more’ on brands they know and love by rewarding them with a two for one instant voucher to some brilliant attractions. We know from extensive research that family time is precious and chocolate bags are perfect for family sharing on an evening in, so we are now also extending the family fun to summer days out.”

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