Cadbury Secret Santa 2018 & 2019
FleishmanHillard
Christmas wouldn’t be Christmas without Cadbury!
In 2018, the Cadbury brand focus shifted from ‘joy’ to ‘generosity’ and with that Fuel moved away from the Cadvent activation produced previously and looked to a more generous Christmas tradition for inspiration – The Secret Santa.
The Premier Global Event Awards
Bronze
Pop-up Event
Cadbury Secret Santa
There’s a Secret Santa in everyone!
This campaign allowed Cadbury to hero and facilitate people’s generous instincts and promote a culture of ‘giving a small gift anonymously, just because’.
Fuel brought Secret Santa to life through a week-long experiential pop-up, including a regional pop-up postal service that allowed people to send a free Cadbury bar anonymously to loved ones.
Over the course of this activation, Fuel on behalf of Cadbury engaged with 6,525 consumers, distributed 16,298 samples, posted 4,858 chocolate bars from 7 locations, with a live reach of 91,248+.
Fuel have worked with FleishmanHillard & Cadbury on Christmas campaigns since 2016 ranging from Cadvent Truck full of Treats and Nationwide Joy Parades to bespoke built Secret Santa retail activation units in 2019.
