ning its “Grown-ups Go Free” on-pack promotion again this year after seeing it deliver a 5% uplift in cereal sales during 2013.Special promotional packs are giving away free adult entry – worth up to £48 – to more than 40 of the UK’s top destinations.
Kellogg’s has again teamed up with Merlin Entertainments, which operates attractions such as the Alton Towers Resort, Thorpe Park, Madame Tussauds and Legoland.
Last year, more than one million vouchers were redeemed.
Vouchers can be found on 75 million promotional boxes and price-marked packs across the Kellogg’s kids and family range, which includes Rice Krispies, Frosties, Corn Flakes and Coco Pops.
As an added incentive to independent retailers, Kellogg’s has produced more than 300,000 free vouchers for retailers to use themselves, featured on special promotional cases.
New for this year is a dedicated website offering a free prize draw on top of the free ticket.
Each week there will be a host of prizes up for grabs at www.merlingiveaway.co.uk, including a Family Merlin Annual Pass worth more than £400, a year’s worth of Kellogg’s cereal, fast-track ride passes and food and drink discounts.
The cereal giant is doubling its support spend for the offer in 2014 to £2m with a media campaign across TV, digital and press.
Promotional packs are available until 31 July and each voucher is redeemable until summer 2015, said Sam Blunt, brand experience and digital controller.
