Cadbury’s new positioning is all about generosity, but everyone is generous at Christmas. So we had to create a campaign with double generosity! The answer? Secret giving. You don’t even get props for people knowing you gave them something!

Our whole campaign was geared towards enabling the public to unleash their generous side, creating as many secret santas as possible and making people fall back in love with Cadbury.

Our aim was to create the biggest secret santa ever by giving the British public the means to send chocolate to someone they love anonymously.

Social, TV, Posters and all kinds of other jazz encouraged everyone to get involved in one of four ways.

The secret santa postal service: In ten cities across the uk (including the isle of white) one morning a magical post office simply ‘appeared’. Queue up. Pick a bar. Place it in an envelope. Write the receiver’s address and try to remain secret. The same service appeared in 400 tesco supermarkets, Cadbury Gifts Direct allowed you to send free chocolate too and a Twitter mechanic all created over 96,000 secret santas. Making us the biggest secret santa ever.

Cadbury’s new positioning is all about generosity, but everyone is generous at Christmas. So we had to create a campaign with double generosity! The answer? Secret giving. You don’t even get props for people knowing you gave them something!

Being chocolate - our target audience is everyone!

The whole thing was magical.

The postal service literally appeared overnight in city centres and worked just like a postal centre at christmas. Warm, mad, busy and fun.

The campaign took place between 9th November - 23rd December.

We invited the nation to join our biggest Secret Santa ever and with over 95,000 Secret Santa parcels sent, it was the world’s biggest Secret Santa! A nation of Secret Santas were swept up in the spirit of giving, proving there really is a glass & a half in everyone. Because Cadbury chocolate is the perfect Secret Santa gift everybody will love, it’s no surprise that Cadbury grew their market share at Christmas by 0.3% and increased sales value by 3%.