Who will you take?

Cadbury has launched a new multichannel campaign in partnership with Merlin Entertainments, with the aim of making it easier than ever for families to create lasting memories together. ‘Who will you take?’ was developed by creative agency elvis, as Cadbury and Merlin enter their ninth year of collaboration.

The campaign seeks to enhance the connection between Cadbury and young families by offering them the chance to enjoy magical days out together – and to share the joy with others, too. In partnership with Merlin Entertainments, families can access great value tickets to top UK attractions.

The activation is brought to life with a film spotlighting the inherent and heartwarming innocent generosity of children. The spot shows a young girl and her parents as she proudly presents her Cadbury Dairy Milk Little Bar to a ticket attendant at Alton Towers Resort. The attendant asks who they are taking with them, to which the little girl replies her neighbour, Mrs Wallace. The film then cuts to hilarious footage of the two unlikely friends having the time of their lives on the fast-paced rollercoaster Wicker Man.

Captured by Untold Studios, the film was shot at Alton Towers by cameras rigged onto the Wicker Man ride, to authentically document the genuine expressions of the cast.

The campaign is running across social and digital, radio, eCRM and on-pack. Media planning and buying is by Publicis Media.

Offering up to 50% off tickets to over 25 of the UK’s most iconic attractions – including Alton Towers Resort, Cadbury World, LEGOLAND® Windsor Resort, the London Eye, SEA LIFE Centres nationwide and more – there’s plenty of fun to go around.