Cadbury Dairy Milk is highlighting its glass and a half of milk credentials in its upcoming ‘Adopt a Cow’ on-pack promotion.
Available on singles and multipacks of Buttons, Freddo and Little Bars from June, the promotion will 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 June 1 until August 31 then select which cow they’d like to adopt based on photos and qualities. In the run-up to the prize draw in late September, Cadbury will be sending regular moos 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’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 and make the most of heightened awareness.”
The Adopt a Cow promotion will be running on the following CDM SKUs:
- Buttons 14.4g – 60 packs per case, RSP 30p
- Freddo 18g – 60 packs per case, RSP 30p
- Freddo Caramel 19.5g – 60 packs per case, RSP 30p
- Little Bars 18g – 60 packs per case, RSP 30p
- Buttons 6pk 84g – 14 packs per case, RSP £1.39
- Freddo 6pk 108g – 30 packs per case, RSP £1.39
- Freddo Caramel 6pk 117g – 30 packs per case, RSP £1.39
- Little Bars 6pk 108g – 18 packs per case, RSP £1.39
