This case explains how Cadbury became the fastest-growing confectionery brand at Christmas by rewriting the rules of festive marketing and inventing a new ritual of mass participation.
Cadbury Secret Santa is a repeatable activation that has transformed the UK’s digital poster sites into Secret Santa post offices and been independently tracked as the season’s most effective advertising.
It is estimated that since its launch in late 2022, this campaign has engaged 3.4m people, generated £80m in additional revenue, and grown Cadbury’s Christmas sales by 43 per cent.