Arm & Hammer Baking Soda is rolling out limited-edition LEGOLAND-themed packaging starting October 1, pairing a consumer sweepstakes with a Buy One, Get One Free ticket offer in a cross-category co-promotion that runs through the end of the year. The collaboration, between Church & Dwight and Merlin Entertainments, is aimed squarely at family households — the same demographic that grocery and mass-retail operators consistently target during the fall baking and cleaning season.

How the Promotion Works

Shoppers who purchase three qualifying Arm & Hammer Baking Soda products and submit their receipt at AHxLEGOLAND.com — or scan the QR code printed on the limited-edition box — will unlock a BOGO ticket offer redeemable at LEGOLAND Resorts in California, Florida, and New York. Each qualifying submission also enters participants in a grand-prize sweepstakes that awards round-trip airfare for four, two nights of hotel accommodations, and four LEGOLAND park tickets. The promotion runs October 1 through December 31, 2026.

What It Means for Retail and Foodservice

For grocery buyers and category managers, the promotion is a textbook example of how a pantry staple can generate incremental basket size and in-store traffic through experiential value-adds. Baking soda occupies a low-unit-price, high-frequency slot in the grocery aisle, and multi-purchase incentives — requiring three units — are a proven mechanic for lifting volume in that segment. The LEGOLAND partnership adds aspirational appeal to a commodity product, which can influence shelf placement and display priority during the competitive fall reset period.

The timing is strategic: Q4 is when baking soda sales naturally spike alongside holiday cooking and home-cleaning routines. Layering a family travel prize onto that seasonal behavior extends the brand's relevance beyond the kitchen, a dynamic that resonates with retailers looking to drive traffic through promotional events rather than price cuts alone. Operators tracking grocery and CPG promotional trends will recognize this as part of a broader shift toward experience-linked purchase incentives.

"ARM & HAMMER Baking Soda has always been about encouraging families to think beyond the box," said Aaron Greengard, Associate Marketing Director at Arm & Hammer Baking Soda. "By teaming up with LEGOLAND Resorts, we're giving families the chance to turn an everyday purchase into an unforgettable experience."

Justin Carter, SVP Managing Director, North America at Merlin Entertainments, framed the deal as a natural extension of LEGOLAND's family-first positioning. "We're connecting the imaginative world of LEGOLAND with a product families already know and use," Carter said.

For those following branded food partnerships and hospitality crossovers, this promotion illustrates how entertainment venues are increasingly partnering with household staple brands to reach consumers at the point of grocery purchase — long before a family decides on a weekend destination. It's a channel-agnostic awareness play that benefits both parties without requiring either to discount their core product or experience.

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.