VCCP brings the Cadbury Secret Santa Postal Service online for 2020

Cadbury’s Christmas ritual reimagined and pandemic-proofed

Cadbury Secret Santa is back for the third year in a row; giving you the chance to send chocolate secretly to someone you love once again.

Traditionally Cadbury has allowed people to send chocolate for free through their much loved touring Secret Santa Postal Service. However, to ensure the experience is safe and accessible this year VCCP has moved the entire experience online. VCCP CX, the digital design and engineering division of VCCP have created the first virtual Postal Service for Cadbury for Christmas 2020. They have done this with the help of UK live streaming experts Groovy Gecko and experiential production partners Bearded Kitten. 

The activation will remain as magical and interactive as ever. Consumers will be able to access the online portal and have a face-to-face conversation with real Cadbury Postal Service workers in order to send their chocolatey treat on to a loved one, for free. At the end of the process Cadbury have added another special element. Each Secret Santa will be able to send an anonymous Secret Santa message along with their chocolate to their recipient, thanks to the creative deployment of AR. The Secret Santa mask – an icon of the campaign – will cover your face ensuring your identity remains a secret, and recipients of Secret Santa parcels are encouraged to check for their own secret but personalised message via a QR code within their parcel. 

In addition to this, VCCP have also added some excitement to the virtual queuing process, with a Christmas quiz and classic Christmas jokes which will keep you entertained if you need to wait to become a Cadbury Secret Santa. 

When you take part you’ll also be helping to spread the magic even further. This year Cadbury has partnered with the Trussell Trust so when you secretly send delicious Cadbury chocolate to someone you love through our online Postal Service, Cadbury will be matching this and sending a second bar to a food bank in the Trussell Trust network on your behalf. To help make Christmas that little bit more magical for people who need to use food banks at this time of the year.

The experience opens online from 2nd – 13th December. Visit to find out more about how to get involved 

Paola Cassinelli, Senior Brand Manager from Cadbury, said“We’re so excited that VCCP have managed to pivot and bring our magical Postal Service experience online for 2020. This year we thought it was more important than ever to let people become a Cadbury Secret Santa and spread a little bit of Christmas magic to a loved one, whatever their reason might be!”

Chris Birch and Jonny Parker from VCCP said; “Sending chocolate secretly as a Cadbury Secret Santa was needed this year more than most. When we heard the live postal service activation had bitten the ‘covid restrictions dust’ we were gutted. But VCCP CX were there to make the whole experience virtual, and possibly even more magical than the real-life one, saving Christmas for all the Secret Santas out there. Hooray.”

Secret Santa Cadbury


Date of launch: 2nd December 2020
Project title: 
Cadbury Secret Santa Online Postal Service
Client name & title: 
David Clements – Marketing Director // Paola Cassinelli – Senior Brand Manager // Amy Lucas – Brand Manager // Josep Sallares – Junior Brand Manager
Executive Creative Director: 
Darren Bailes
Creative Director: 
Chris Birch / Jonny Parker
Joe Lovett / Jack Snell
Group Planning Director: 
Oliver Waterstone 

Planning Director: Alex Grieves 
Business Director: 
Matt Smith
Senior Account Director: 
Gen Hole
Senior Account Manager: 
Catherine Tilley

Account Coordinator: Fiona Hanna

Integrated Project Director: Jon Dewart

Digital Project Director: Hazel Coleman
Senior Digital Producers: Luke Dougherty, Sara Wills
Senior Producer: 
Diana TurchiDigital Creative Director: Jon Bancroft
UX Director: 
Steph Marques
Technical Director: Philip Beaman
Technical Leads: 
Yanul Hoque, Nathaniel Hulley
UX Designers: 
Kirit Chaudhary, Saad Khan
UI Designers: Claire Ashfield, Matt Brady, Linas Jovaisas, Dexter Marshall 

Source: VCCP

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