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. The Best Christmas Ads 2024: Unwrapping campaign effectivenessMore than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. ​ Kantar Marketplace: insights at the speed of business for year-round success. Sign up here to get this year’s results first 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.