Cadbury X VCCP

Secret Santa

Cadbury Secret Santa came back for the third year in a row; giving people the chance to send chocolate secretly to someone they love except this time, doing it completely virtually. Agency VCCP took home the IPA Effectiveness Awards Grand Prix for rebuilding Cadbury’s brand and increasing annual revenue by £261m.

Traditionally Cadbury has allowed people to send chocolate for free through their much loved touring Secret Santa Postal Service. However, to ensure the experience is safe and accessible this year VCCP approached us to move the entire experience online, making this the first virtual Postal Service for Cadbury.


Cadbury wanted to recreate the beloved Cadbury Post Office experience online (normally in towns across the U.K.). We developed ideas with VCCP and Cadbury including creating entertainment elements in the live queue for those waiting, such as a Christmas quiz and Christmas jokes.

What we did.

We created an online portal that allowed consumers to have a face-to-face conversation with real Cadbury Postal Service workers in order to send their chocolatey treat on to a loved one, for free. We ensured the platform matched the Cadbury branding perfectly to create a seamless experience for customers. We worked with Production partners Bearded Kittens, and our crew live streamed private video sessions between Postal Workers and customers through the online platform. VCCP created a video recording system that was enabled at the end of the process, so each Secret Santa was able to send an anonymous Secret Santa message along with their chocolate to their recipient. The Secret Santa mask, an icon of the campaign, covered each Secret Santa’s face ensuring their identity remained a secret, and recipients of Secret Santa parcels are encouraged to check for their own secret but personalised message via a QR code within their parcel.

In addition to this, we also created a virtual queuing system with interactive elements to engage users waiting, including a Christmas quiz and classic Christmas jokes to keep the audience entertained.

“We’re so excited that [VCCP and Groovy Gecko] have managed to pivot and bring our magical Postal Service experience online for 2020. This year we thought it was more important than ever to let people become a Cadbury Secret Santa and spread a little bit of Christmas magic to a loved one, whatever their reason might be!”

Paola Cassinelli, Senior Brand Manager, Cadbury.

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