Cadbury partners with Merlin for its Who Will You Take? summer promotion

Cadbury is to once again partner with Merlin Entertainments for another summer on-pack promotion, called Who Will You Take?, giving shoppers access to discounted ticket prices to top UK attractions. Shoppers can redeem packs until 30 June 2026, while the campaign offers 10-50% off the price of up to four tickets with the purchase of a participating pack.

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 and Centres, Madame Tussauds in London or Blackpool as well as Cadbury World and many more.

The promotion will be visible on-pack across a huge range of chocolate and biscuit multipacks, including Dairy Milk Little Bars and Cadbury Mini Animals, as well as being accessible via participating multipacks without the on-pack design.

To redeem, shoppers simply visit www.fun.cadbury.co.uk, and enter the barcode and batch code from their packs to receive a discount code to book tickets.

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, said: “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 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 POS materials to make the partnership unmissable to shoppers.