Awards and Events in association withCreative Circle

Cadbury Announces its Second Year of their 'Secret Santa' Campaign

Advertising Agency
London, UK
This year, Cadbury is offering multiple events over the festive period
Following a successful launch in 2018, Cadbury’s Secret Santa campaign returns this November, celebrating the generous ritual of secret gifting to a loved one.  

The campaign, which will be upscaled this Christmas, encourages people across the UK to follow their generous instinct and become a Secret Santa by giving Cadbury chocolate secretly to someone they love this Christmas – the ultimate way to get into the Christmas spirit and spread some surprise seasonal cheer to friends, family and colleagues during the festive season. 
In addition to the return of its Postal Service Tour in 10 locations across Britain, a bespoke pop-up store and Postal Services will be available at top retailers including House of Fraser, WH Smith Post Offices, Amazon and Tesco. 

Personalised Christmas Selection Boxes at the Cadbury X House of Fraser Christmas Secret Santa Workshop on Oxford Street (21st November 2019 to 24th December on the 4th Floor of House of Fraser, Oxford Street, London) - Cadbury is offering the nation the chance to create a bespoke and personalised Cadbury Christmas Selection Box containing their loved one’s favourite Cadbury chocolates. Emblazoned with the recipient’s name, it is the perfect gift that shows you care to give secretly to a special someone.  

The Cadbury Christmas Secret Santa Postal Service Tour popping up across Britain (23rd November and travelling the length and breadth of Britain through to 15th December*) - The Cadbury Secret Santa Postal Service is back this Christmas at 10 locations across the UK, allowing visitors to become a Secret Santa on the spot and send a delicious Cadbury chocolate gift secretly to someone they love, wherever they may be in the UK. This year, Cadbury will also be giving consumers the chance to vote for the final location of the Secret Santa tour via @CadburyUK Instagram in December.  Details of the tour locations and dates can be found at here 

WH Smith with a Post Office - At all WH Smith branches with a Post Office, consumers who buy £5 worth of Cadbury chocolate will receive a Cadbury chocolate tablet and special envelope in Cadbury’s iconic purple that includes postage, so they can send a delicious chocolate surprise secretly and for free to their loved one through the in-store post box. Simple. 

Secret Santa from anywhere in the country via Amazon - New this year, Cadbury have also partnered with Amazon to offer its Secret Santa service to online and mobile Santas too. Consumers can visit here from 18th November to select their loved one’s favourite Cadbury chocolate and send it to them anonymously anywhere in the UK, to spread some Christmas cheer from wherever they might be. 

Send a Secret Santa gift in Tesco - The generous spirit of Secret Santa continues in Tesco, where customers who purchase £5 of qualifying Cadbury Christmas products in participating stores will receive a free Cadbury Chocolate Orange Mousse Snowman to enjoy and a Cadbury Winter Wonderland bar to send to a love one as a Secret Santa (T&Cs apply). 

Instant win on social media - Social media fans can also keep an eye across Twitter and Instagram for the chance to win a Cadbury Dairy Milk to send secretly to a loved one. Simply respond to the ad as directed and consumers will be sent a code to instantly win a bar. All they need to do is follow the link sent to them and enter their unique code. Cadbury will do the rest.

Alistair Scrimgeour, junior brand manager for Cadbury Christmas said, “We saw from last year’s hugely successful launch, that the Secret Santa campaign captured people’s imagination so this year we wanted to make it even bigger this year and allow everyone across the country to follow their generous instinct and become a Secret Santa this Christmas. The nation has even more ways to get involved, whether it’s through the Cadbury Postal Service, WH Smith Post Office locations, Tesco, visiting House of Fraser on Oxford Street or going online to Amazon, we are proud to offer everyone the chance to show generosity to someone they love.”

The campaign kicked off with a series of 20” TV adverts on Saturday 9th November, and will be followed by a series of exciting digital, experiential and PR activation's that will bring the advert to life and enable people across the UK to become a Secret Santa.  

The 20” adverts, created by VCCP, show Secret Santa's sweeping the nation, gifting meaningful presents to the people they love. In addition, a new online advert showing the generosity of Secret Santa was filmed in St Albans on 1st November and will go live from 2nd December. 

For more information about the Cadbury Secret Santa campaign and how you can get involved, visit here.

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