Giant festive artworks of Father Christmas have mysteriously appeared on hillsides in remote areas across the UK, leaving passers-by wondering who created them.
The enormous chalk drawings, which feature a jolly Saint Nick with his finger pressed to his lips had been spotted in Devon and Cumbria, with the largest one covering a massive 1,000 square metres.
Each artwork was accompanied by a small QR code that, when scanned, reveals a ‘sweet secret’ – a part of Cadbury’s Secret Santa postal service.
The chocolate brand’s research found that 36 per cent of adults who celebrate Christmas plan to give secret gifts this year, with 68% saying they enjoy both giving and receiving surprise presents.
The joy of secret gifting lies in imagining the recipient’s smile (38 per cent), the fact that it’s a one-way gesture with no expectation of a return gift (33 per cent), and the thrill of wondering who sent it (45 per cent).
Receiving a secret gift can feel “a bit like magic” (29 per cent) and even evoke memories of childhood (26 per cent). While 38 per cent said a gesture of this kind would result in feelings of joy which would last for days.
Four in 10 (42 per cent) also revealed receiving a secret gift is extra special because you know the giver was trying to surprise you with the aim of making your day.
To help as many people as possible take part in the Cadbury Secret Santa, which is back for a seventh year, a new Secret Santa chatbot has been created to guide them towards their nearest poster.
Cadbury brand manager Nicole Dudley described the postal service as being “back, bigger, and more magical than ever”.
She added: “To celebrate and add some festive cheer, giant “Shh-ing” Secret Santas have been placed on hillsides from the dramatic Devon coastline to the picturesque Cumbrian fells.”