Auckland gelato store Giapo is "in business to put a smile on children's faces". But Gianpaolo Grazioli, the store's founder, is attempting to raise $10,000 for 300 kids who can't make it to the store this year because they have to spend Christmas in the Starship Hospital.
And, to reward the generous souls who donate money or buy new, unused toys for the kids, he's giving away some of his creamy delights.
"These kids deserve something special this Christmas, so your $35 will buy presents. The [$35 worth of] waffle cones are genuinely a gift to you," Grazioli says.
There are plenty of ways to get involved with the charitable project: bring a $35 toy to the Giapo store on Queen st; donate $35 and chose a pre-picked toy; or be a virtual Secret Santa and donate online.
As a mark of appreciation, all gift givers will receive a Giapo Gelato Card, which entitles the bearer to five gelato waffle cones, valued at $35, so you can either indulge yourself or continue the giving and hand it over to someone else for Christmas.
You can get friends, family and colleagues involved by framing them in this Christmas viral about a thieving, greedy Santa. Grazioli is looking for as many Secret Santa Ambassadors as possible to help enlist more Secret Santa Givers.
The presents will be delivered to the hospital on Tuesday, 22 December and there's an open invite for anyone who would like to attend and soak up a few smiles.