To drive sales of Cadbury Dairy Milk by invoking a sense of generosity and surprise.
Acts of generosity result in feel good satisfaction in the giver (in this case, the customer) and put a smile on the receiver (in this case there were two benefactors: The Trussell Trust – nationwide network of food banks and also the chocolate lover in the customer’s life.
This campaign gave the consumer the chance to play SecretSanta twice.
By buying £5-worth of chocolate, the customer received everything they needed to gift the chocolate to a chocolate-loving loved one.
At the same time they were asked if they’d like to treat someone who could really benefit from a pick-me-up chocolate surprise – that would be a someone who received one of the Trussell Trust food bank boxes and found the little bar of luxury within it.
