Cadbury is once again partnering with Merlin Entertainments for another on-pack summer promotion, Who Will You Take?, giving shoppers access to discounted ticket prices to top attractions across the UK. Shoppers can redeem packs from 14 April 2025 – 30 June 2026, while the campaign offers 10-50 per cent* off the price of up to four tickets with the purchase of a participating pack, a family favourite that parents will love.
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 & Centres, Madame Tussauds (London or Blackpool) as well as Cadbury World and many more.
The promotion will be visible on-pack across a huge range of Cadbury chocolate and biscuit multipacks, such as Cadbury Dairy Milk Little Bars and Cadbury Mini Animals, as well as being accessible via participating multipacks without the on-pack design. To redeem, all shoppers need to do is visit www.fun.cadbury.co.uk, and enter the barcode and batch code from their purchased pack to receive a discount code to book tickets for their chosen attraction.
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.
“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," said Eloise Lake, Junior Brand Manager for Cadbury at Mondelēz International. "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 Who Will You Take? 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 point of sale materials to make the partnership unmissable to shoppers.
*Terms & Conditions
UK 18+. *This offer gives 10-50 per cent off on up to 4 Online Advance priced entry tickets, from 14th April 2025 until 30th June 2026 at selected Merlin Entertainments UK Attractions. Discount percentage depends on attraction and day type chosen (super off peak, off peak, peak, super peak), from a minimum of 10% in super peak, up to a maximum of 50% on select super off peak dates. Pre-booking online is essential. Promotional tickets are subject to availability and must be purchased no later than 23:00 the night before your chosen date of visit. Promotional tickets for Cadbury’s customers are limited in numbers for each day the attraction is open, subject to a minimum number allocated to every day each attraction opens, therefore customers are advised to plan ahead and book early. For full T&Cs, information on day type, dates and to book, visit www.fun.cadbury.co.uk and enter your unique barcode/batchcode from the reverse of this pack. Cannot be used in conjunction with any other promotion. Max 1 entry (covering up to 4 tickets) per promotional pack. Age/height restrictions apply. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8 1DH.
LEGO, the LEGO logo and LEGOLAND are trademarks of the LEGO Group. © 2025 The LEGO Group. © The London Eye 2025 all rights reserved. © 2025 DreamWorks Animation L.L.C.
