Cadbury: Stop weeping on the sofa, start gifting with a poster

Cadbury, a chocolate brand, launched The Cadbury Secret Santa Postal Service on over 280 posters in the UK to build brand equity and grow seasonal sales.

Summary & Introduction

Christmas 2022.

Cadbury was facing an increasingly tough legislative (HFSS) and economic climate.

But rather than respond with caution or convention, the brand's ambition was to grow seasonal sales and build brand equity. To then fulfil these objectives, we completely re-shaped the typical brand campaign at Christmas.

The outcome? Cadbury was crowned 'winner' of Christmas 2022, with two tracking companies declaring that our Christmas TV ad - Cadbury's Secret Santa - was the most effective 30" execution of any seasonal advertiser.1

Left: Campaign coverage of Kantar's assessment of Cadbury Secret Santa Top right and lower middle:...

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