Kellogg’s re-runs ‘Grown-Ups Go Free’
Wednesday March 26, 2014 at 4:17pm
Kellogg’s is running 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 linked up with Merlin Entertainments, which operates attractions including the Alton Towers Resort, Thorpe Park, Madame Tussauds, SeaLife centres, Warwick Castle 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 Kellogg’s kids and family range, including Rice Krispies, Frosties, Corn Flakes and Coco Pops. As an incentive for independent retailers, Kellogg’s has produced more than 300,000 free vouchers for retailers to use themselves, which are being featured on special promotional cases. This year, Kellogg’s has had a dedicated website built, www.merlingiveaway.co.uk, where consumers can enter a free prize draw after claiming their free adult ticket. There will be weekly draws for a range of prizes, 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. Kellogg’s is doubling its support spend for the offer in 2014 to £2m, with media support across TV, digital and press. Promotional packs will be available until 31 July 2014 and vouchers are redeemable until Summer 2015.