Cadbury Dairy Milk gives shoppers the chance to adopt a cow

Cadbury Dairy Milk is giving shoppers the chance to adopt a cow with a new on-pack promotion.

The promotion is available on singles and multipacks of Cadbury Dairy Milk Buttons, Freddo and Little Bars from now until August 31.

Shoppers can adopt one of 20 cows and win a weekend away by entering codes online.

The promotion will be backed by a £4m marketing campaign, which includes outdoor and digital advertising. Retailers can promote the campaign with PoS.

David McDermott, Cadbury brand manager at Mondelez International, said: "During the promotional period, we recommend that retailers maximise visibility in store using PoS to help unlock additional sales and make the most of heightened awareness."