Church & Dwight's Arm & Hammer Baking Soda is partnering with Merlin Entertainments' LEGOLAND Resorts on a co-branded retail promotion that runs October 1 through December 31, layering a sweepstakes and a ticket incentive onto limited-edition packaging — a move that positions the household-staple brand squarely within the Q4 family-activity spending window.

The Mechanics

Consumers who purchase three qualifying Arm & Hammer Baking Soda products and submit a receipt at the campaign microsite receive a Buy One, Get One Free ticket offer redeemable at LEGOLAND locations in California, Florida, and New York. Every submission also enters the buyer into a sweepstakes for a grand-prize package comprising round-trip airfare for four, two nights of hotel accommodations, and four LEGOLAND tickets at a U.S. resort of the winner's choice. The promotion is structured around a purchase trigger — three units — that is high enough to lift basket size without being prohibitive for the brand's core household buyer.

Why It Matters

Cross-category promotions pairing shelf-stable CPG staples with experiential rewards have gained traction as brands compete for attention in a crowded grocery environment. For Church & Dwight (NYSE: CHD), the activation extends Arm & Hammer's longstanding "100+ uses" positioning into a new register: family experience rather than household utility. The limited-edition orange-box artwork carrying LEGOLAND creative provides an in-aisle visual differentiator at a moment when private-label baking soda continues to pressure branded SKUs on price.

For Merlin Entertainments, the deal adds a high-frequency CPG vehicle to its North American resort marketing. LEGOLAND currently operates 11 parks globally, with three U.S. properties serving the family-with-children-ages-2-to-12 demographic — a segment that overlaps closely with Arm & Hammer's household buyer profile. "By teaming up with LEGOLAND Resorts, we're bringing that same sense of creativity and fun to life in a new way, giving families the chance to turn an everyday purchase into an unforgettable experience," said Aaron Greengard, Associate Marketing Director at Arm & Hammer Baking Soda.

Retail & Category Context

The promotion lands as CPG marketers increasingly use experiential sweepstakes to defend shelf space against value-tier competition — a dynamic well documented in the grocery and private-label category. Baking soda, a commodity-adjacent category, offers thin differentiation on ingredient grounds alone, making brand-building partnerships like this one a logical lever. The three-unit purchase requirement also mirrors mechanics seen in recent foodservice and retail cross-promotions where brands seek measurable volume lifts rather than passive awareness.

Church & Dwight has not disclosed media spend or projected unit-lift targets for the campaign. The promotion is open to U.S. residents 18 and older through December 31, with full rules available at the campaign microsite.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.