Milking it with new promotion

CADBURY Dairy Milk is set to highlight  its ‘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 offers families the chance to adopt one of 20 cows and win a weekend away to meet their new friend.

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

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.”

He added the 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 unique and engaging family campaign.