![First Bus x Cadburys Flake 99](https://cdn.prgloo.com/media/e99b0af19c1a4ad19297d42efe558098.jpg?width=968&height=1452)
First Bus teams up with Cadbury Flake 99 to launch free '99' service to take families to the seaside
- Launch comes after new research amongst parents reveals kids are missing out on quintessential classic British seaside day trips
- 7 in 10* parents in the UK admit they hardly ever take kids to the beach despite 95% saying a day at the beach is one of their favourite things about a UK summer
- Hop aboard the ‘99 bus’ this summer to enjoy a free ride to the seaside and an essential part of summer, a beach-side Cadbury Flake 99
Wednesday 17th July 2024, United Kingdom – Today, Cadbury Flake and First Bus announce the launch of The ‘99 Bus’, a free, pre-bookable service, whisking families away to the seaside, after research from Cadbury reveals the majority of parents find it too difficult and stressful to organise day trips to the coast.
According to the new research, 7 in 10 British parents hardly ever take their children to the beach. The struggle is real as four in ten (42%) state that they can’t get there easily; a quarter (27%) are put off by the high cost of travel and 14 percent say they don’t go because it’s a nightmare finding somewhere to park. Furthermore, 62% of parents believe that going to the beach is one of the most stressful family days out, so much so that 48% admitted they have scrapped plans at the last minute because it was just TOO much trouble.
Despite the challenges, a resounding 95% of Brits agree that a day at the seaside is a British institution, with 94% wishing they could spend more time enjoying UK beaches.
In response, Cadbury has stepped in to ensure families get their seaside fix, partnering with First Bus to create two new bus routes that will run across the weekends of 10/11 and 17/18 August.
West Yorkshire families can book up to four places on the services departing from Leeds or Bradford heading to the sandy shores of Bridlington, after research revealed almost 1 in 5 kids (19%) from Bradford and 1 in 10 from Leeds rarely get to experience the magic of the seaside.
Services will also run from Tower Hill in London to Southend-On-Sea after 59% of the capital’s parents confessed they only take their kids to the beach on rare occasions, despite only being an hour from the coast.
Families will be able to enter a ballot to book onto the service via a dedicated website starting today until 25th July, with over 300 places up for grabs. As well as travel to and from the beach provided by First Bus, families will be greeted upon arrival at the beach with a complimentary Cadbury Flake 99, after 89% of Brits said that a trip to the British seaside is not complete without the classic treat.
And the summer fun doesn’t stop at the beach! First Bus is making sure the adventures continue, as each passenger on the 99 Bus will receive 1x free return bus ticket for a local First Bus operated journey valid for three months.
Commenting on the launch, Olena Solodka, Brand Manager at Mondelez, says: “As Cadbury celebrates its 200th year anniversary this year, we are thrilled to partner with First Bus to help more families experience the simple joy of a beach trip this summer, which wouldn’t be complete without a seaside Cadbury Flake 99. While 95% of Brits cherish time at the coast, some children are not setting foot on the sand as the cost and stress of getting there can be a real barrier for parents. That’s why we created the 99 bus – to give more families the chance to create the types of memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!”
“When we saw the Cadbury research revealing just how many kids are missing out on those classic seaside adventures, we knew we had to get involved.” Said John Godfrey, Head of Brand Strategy at First Bus. “At First Bus we understand that accessible and stress-free travel is an important part of any day out, and so we’re proud to partner on this initiative, which will help parents and children create cherished memories together this summer. We look forward to seeing many happy faces on board and at the beach.”
The ‘99 Bus’ can be booked via https://win.cadbury.co.uk/flake99bus/
ENDS
Notes to editors
*Research was conducted by Perspectus Global with a sample of 2,018 British parents with children under 16 in May 2024.
For more information, please contact: CadburyPR@ogilvy.com
About Mondelēz International:
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2023 net revenues of approximately $36 billion[WSC1] , Mondelēz International is leading the future of snacking with iconic global and local brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; and Sour Patch Kids candy. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index.
About Cadbury:
For over 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted The Grocer’s Britain’s Biggest Brand 2022*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of its customers is hugely important and so Cadbury helps run Be Treatwise, to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced a programme to bring all Cadbury standard chocolate products predominantly purchased for consumption by children, under 100 calories. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities. For more information visit www.cadbury.co.uk
About First Bus:
At First Bus, we are on a mission to grow bus usage. We will get behind initiatives that move people out of cars and onto bus. We’re one of the UK’s largest bus operators, delivering over a million passenger journeys every week for the communities we serve. Transforming our business for the better, we’re putting our people and customers at the heart of all we do. We’re all about making journeys easier for our customers, which is why we were the first national bus operator to rollout Tap On, Tap Off payment technology across our entire UK fleet of 4500 buses. Our First Bus app has also been voted ‘best in class’ amongst UK bus operators. First Bus is committed to operating a zero-emission bus fleet by 2035. By the end of Spring 2024, around 15% of our will fleet will comprise of Zero Emission Buses (ZEBs). We’re passionate about giving back to the communities we serve, which is why we’re helping local businesses to progress their own decarbonisation journeys with access to our charging hubs while our buses are on the road. We also operate the Aircoach network in Ireland, Specialist Passenger Solutions, First Travel Solutions, York Pullman Bus Company and Ensignbus. First Bus is a division of FirstGroup.
Find more information on First Bus here: https://news.firstbus.co.uk/