Secret Santa is the ultimate festive gesture—a small, unexpected act of kindness that brings people together. With Cadbury Secret Santa, we encouraged people across the UK to embrace the joy of anonymous giving by sending a Cadbury chocolate bar to someone they love, for free.

The Secret Santa Postal Service – A Nationwide Gifting Experience

To make this festive tradition even more magical, we launched the Secret Santa Postal Service, a touring activation across 10 UK cities, where people could step inside a Cadbury post office, write a message, and send a chocolate bar anonymously to a loved one—completely free.

Taking Secret Santa Online – Making Magic Accessible and Safe

When the world changed, we adapted. To ensure everyone could still take part safely, we took the entire experience online, creating the first-ever Virtual Secret Santa Postal Service.

Through an interactive online portal, people could have a face-to-face chat with one of 50 Cadbury Postal Service workers, who helped them send their chocolate gift in secret—all from the comfort of their homes.

To keep the mystery alive, we introduced a personalised Secret Santa message, delivered via a QR code inside the parcel. And to ensure every Secret Santa stayed anonymous, we created a playful AR version of the Cadbury Secret Santa mask.

Giving Back with the Trussell Trust

For every Secret Santa chocolate bar sent, Cadbury donated another bar to a food bank within the Trussell Trust network, helping those in need enjoy a little extra joy at Christmas.

Bringing Festive Magic to Life

By moving Secret Santa online, we made sure that this act of generosity remained safe, accessible, and just as magical, proving that even in changing times, the smallest gestures can make a big impact.