Cadbury's Secret Santa Postal Service returns

Cadbury is bringing back its iconic “Secret Santa Postal Service” for Christmas 2023 – supported by an extensive ad campaign that aims to reach 97 per cent of the UK population.

For six weeks in the run-up to Christmas Eve, the Cadbury Secret Santa postal service will be promoted through digital and static posters nationwide, driving additional sales for retailers as Christmas approaches. This year’s campaign will be supported via three times as many posters as were seen in 2022, with ad sites across the UK from bus stops to train stations, and from quaint little towns to big cities. Bespoke digital posters will pop up at random throughout the day, playing into the excitement of giving anonymously at Christmas.

The Cadbury Secret Santa postal service is all about bringing loved ones together with a simple act that reflects the true meaning of Christmas, by offering the nation the chance to send a free chocolate bar to someone special in secret.

The posters will invite members of the public to send a bar of delicious Cadbury chocolate secretly to someone special simply by scanning a QR code from the poster.

A total of 120,000 Cadbury chocolate bars will be released gradually until 24 December, to ensure as many people as possible get the opportunity to send chocolate secretly to someone special.

People can choose from a range of products, including Cadbury’s original Cadbury Dairy Milk bar, Oreo, Cadbury Wholenut and Cadbury Fruit & Nut. Also included within the promotion are a range of seasonal products from the winter range, including Cadbury Dairy Milk Mini Snowballs bar and Cadbury Dairy Milk Winter Wonderland bar. All the options are the standard size and subject to availability.

The return of Cadbury Secret Santa is a surefire sign that the festive season is upon us,” said Emma Paxton, Senior Brand Manager for Cadbury Christmas. “This year our eye-catching and easy-to-use poster campaign will reach more of the UK population than ever before, allowing them to simply send a delicious chocolate gift to their someone special – whoever that may be!”

The Cadbury Secret Santa postal service campaign will run from until Christmas Eve across UK TV, VOD, Cinema, OOH, DOOH, Social, Print, Radio and Digital helping to boost the profile of this iconic brand in the festive season and drive incremental sales for retailers.