Families will be given the chance to adopt a cow in forthcoming Cadbury Dairy Milk on pack-promotion.

The promotion will be available on singles and multipacks of Cadbury Dairy Milk Buttons, Cadbury Dairy Milk Freddo and Cadbury Dairy Milk Little Bars from June.

It is intended to remind consumers of the taste of Cadbury and 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 September 16 and then select which cow they’d like to adopt based on photos and qualities. In the lead-up to the prize draw in late September, Cadbury will be interacting with families through regular news 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.

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 make the most of heightened awareness.”