Pop up posters boost Secret Santa campaign

The power of print and signage is on display once more as one of Britain’s most popular chocolate bars is using out-of-home (OOH) and digital out-of-home (DOOH) to spread joy during the festive season.

With posters popping up in high streets, train stations, and bus stops, members of the general public have the opportunity to send a free chocolate bar to a person of their choosing.

Around 120,00 chocolate bars will be released gradually every day of the activation until Christmas Eve. People can choose from a range of products including the original Dairy Milk bar, Oreo, Caramel, Fruit and Nut, and Plant bars.

The campaign has once more adopted the guise of the Secret Santa Postal Service, demonstrating the impact of mail, postage, and physical/digital prints.

QR codes have been integrated into the activation in order to personalise and bring the campaign to life as it allows viewers the opportunity to scan the code in order to send their free chocolate bar to someone special.

The Secret Santa Postal Service has been put together by media agency VCCP London along with production partners Bernadette and Girl&Bear.

Emma Paxton, senior brand manager for Cadbury Christmas says: “We are thrilled to be celebrating another year of selfless festive giving with Cadbury Secret Santa. It is so exciting that more people than ever before will be able to become Secret Santas by sending a small gift of chocolate secretly to someone special, especially this year where more people are in need of a little lift than ever before.”

The campaign will run across the UK on TV, video on demand (VOD), Cinema, OOH, DOOH, social media, print, radio, and digital, with posters and campaign media booked by Carat.

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