Modern Marketing Brand Strategy

Cadbury reinstates Secret Santa Postal Service

By John Glenday | Reporter



chocolate article

November 26, 2021 | 3 min read

Cadbury is acting as a Christmas chocolate courier service for sweet-toothed chocaholics with the return of its Secret Santa Postal Service, an opportunity for loved ones to send chocolate anonymously.

The free postal service will tour London, Edinburgh, Liverpool, Manchester and Birmingham. This year Liverpool and Manchester City football clubs will also get in on the act, with footballers John Barnes and Paul Dickov ensuring no fan need go without.

Developed by VCCP London, the campaign nods to the confectioner’s sharing roots with a distinctive purple takeover of Royal Mail post boxes and Secret Santa masks to permit the furtive dissemination of Dairy Milk bars.


The free postal service will tour London, Edinburgh, Liverpool, Manchester and Birmingham

Working in partnership with foodbank operator The Trussell Trust, Cadbury has pledged to donate a chocolate bar for every Secret Santa sent.

Emma Paxton, senior brand manager for Cadbury Christmas, said: “With our glass and a half spirit, we’re particularly proud to be renewing our partnership with The Trussell Trust to help them with their important mission to fight poverty.”

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An online giveaway will complement the real-world action, with 11,000 bars up for grabs on social media, promoted via a partnership with Bauer Radio, LadBible and The Times.

A Secret Santa above the line campaign will also run across TV, VOD, cinema, out-of-home (OOH), digital out-of-home (DOOH), radio and social media, highlighting the fact that it is simple pleasures that often bring the greatest reward.

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Cadbury, formerly Cadbury's, is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Mars. 

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