In rural areas of Devon and Cumbria, large Santa artworks have been mysteriously appearing, leaving locals in awe and confusion. The festive creations, featuring Santa Claus making a ‘Shh’ gesture, were spotted on the countryside hillsides near Bideford in Devon and close to Penrith in Cumbria. One of the most significant of these festive figures, spanning over 1,000 square metres, was observed near Bideford. Each giant Santa artwork is accompanied by a small QR code that passersby can scan to unveil a ‘sweet secret’ linked to the Cadbury Secret Santa campaign.
The Cadbury Secret Santa initiative allows individuals to anonymously send a complimentary chocolate bar to a loved one by scanning the QR code found on posters across the country. Research has shown that 36% of adults who celebrate Christmas plan to give secret gifts during the festive season, with 68% open to giving or receiving surprise presents. The study also revealed that 41% of respondents enjoy surprising others, while 38% take delight in picturing the recipient’s reaction upon receiving the gift.
To engage more participants in the Cadbury Secret Santa campaign, the organisers have introduced a new chatbot to guide users to the nearest posting point. Nicole Dudley, Cadbury’s brand manager, expressed excitement about the campaign’s return, describing it as “back, bigger, and more magical than ever.” She highlighted the addition of giant ‘Shh-ing’ Secret Santas on hillsides ranging from the Devon coastline to the Cumbrian fells, spreading festive cheer across the regions.
Furthermore, the research found that a third of individuals appreciate secret gifting as it relieves the recipient from feeling obliged to reciprocate, while 45% enjoy the mystery of receiving a surprise gift. Over 42% of respondents believe that receiving an unexpected gift is particularly special due to the giver’s intention to bring joy. The Cadbury Secret Santa campaign, now in its seventh year, aims to foster the spirit of giving and surprise during the holiday season.
The appearance of these enchanting Santa artworks has captivated the local communities and sparked curiosity about the mysterious creator behind these festive displays. As the holiday season approaches, the giant Santa drawings serve as a reminder of the joy and excitement of Christmas celebrations, spreading a sense of wonder and magic across the serene landscapes of rural Devon and Cumbria.