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

Cadbury, a grocery brand, opened the Cadbury Secret Santa Postal Service at thousands of OOH sites across the UK, inviting the nation to send chocolate secretly for free to someone special to enable people at Christmas to show their generous instinct towards another.

Summary & Introduction

In recent years, the big commercial occasions have grown bigger. The World Cup; the Super Bowl in the US; Christmas in the UK - media spend around each event has consistently increased.1 So what's the best way for a brand to navigate the 'big-event-maelstrom'?

Last year, VCCP and Cadbury approached Christmas a little differently.New questions were asked, new thinking developed, and - as a result - a new shape of idea emerged. "Cadbury Secret Santa" - a nationwide activation inviting the UK to send chocolate secretly, for free, to someone special via OOH...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands