Cadbury brings back Secret Santa Postal Service in five UK cities

David Murphy

After a virtual version last year due to lockdown, Cadbury is relaunching its Secret Santa Postal Service, giving chocolate fans the chance to secretly send chocolate to loved ones this Christmas, for free. In partnership with The Trussell Trust, the Christmas activation will tour major UK cities including London, Cardiff, Edinburgh, Liverpool, Manchester and Birmingham, allowing chocolate lovers to give the gift of a Cadbury’s chocolate bar. 

The Cadbury Secret Santa Postal Service, developed in partnership with VCCP, echoes back to Cadbury’s founding roots of generosity, with the aim of bringing together people of all backgrounds and beliefs, to celebrate the generous ritual of secret gifting to a loved one. Cadbury has once again partnered with The Trussell Trust, a network of over 1,200 food bank centres that fight to end food poverty in the UK, to help make Christmas special for everyone this year. For every chocolate bar sent via the Secret Santa Postal Service, Cadbury will match the gift with the donation of a second bar to a food bank in The Trussell Trust foodbank network.

To gift a chocolate bar, simply turn up at one of the postal centres, choose the chocolate you want to give from a choice including Dairy Milk  classic, Winter Orange, Winter Wonderland, Oreo, Caramel, Wholenut and Fruit & Nut – it’s free – and give the details of the person you want to send it to. They will then receive their gift in the post in a branded envelope.

The postal centres are at the following locations:

25 November, 11:00 – 18:00 – Edinburgh, Castle Street, EH2 3AT 

27 November – Anfield Stadium, Liverpool – Liverpool v. Southampton 

4 December, 11:00 – 19:00 – London, Riverside West, Southbank, SE1 9TT 

11 December – Etihad Stadium, Manchester – Manchester City v. Wolves 

18 December, 11:00 – 19:00 – Birmingham, St Martin’s Square, B5 4BW

The Cadbury Secret Santa Postal Service will run in the UK from today until 18 December. Alongside the activation, Cadbury will continue it’s Cadbury Secret Santa above the line campaign which began in 2018 and uses the strapline of ‘Send chocolate secretly to someone you love’. The campaign goes live across TV, VOD, cinema, OOH, DOOH, radio and social media channels, with all media planned and executed by Carat. Cadbury is also running an online social giveaway of 11,000 bars of chocolate over two dates in November and December.  

“The Cadbury Secret Santa Postal Service is famous across the nation, and we’re so excited to welcome back the physical pop-up in time for the festive season,” said Emma Paxton, Senior Brand Manager for Cadbury Christmas. “With our glass and a half spirit, we’re particularly proud to be renewing our partnership with The Trussell Trust to help them with their important mission to fight poverty. We’re looking forward to fans embracing their generous spirit again this year and sending a delicious secret something to someone special.”