In this insightful conversation, Lynne Deason, Head of Creative Excellence at Kantar, interviews Nicole Dudley, Brand Manager – Christmas and Halloween at Cadbury, about the success of Cadbury’s Secret Santa campaign.

Cadbury’s innovative multichannel approach to festive marketing has made it the fastest-growing confectionery brand at Christmas, achieving a 43% increase in sales and £80 million in additional revenue.

Unwrap a sneak peek at Cadbury's Christmas plans for 2024, valuable lessons on maintaining brand consistency with a 'purple thread' of distinctive brand assets, the importance of diversity and inclusion, and the benefits of sticking with a successful campaign idea.

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