Following our previous award-winning activations for Lindt’s Easter Campaigns, we were once again engaged by the Master Chocolatiers to create and produce an impactful nationwide ‘eggs-periential’ campaign to promote and strengthen the iconic Gold Bunny brand, increase penetration (particularly in the South East) and drive sales.
The Gold Bunny is one of the world’s most recognised Easter icons; to ensure it maintained this prestige, Lindt was in need of innovative ways to sustain and strengthen the brand’s connection with UK consumers. Taking the creative lead as part of a multi-agency campaign, we produced the concept of the Gold Bunny Warren at Bluewater Shopping Centre, as well as the Lindt Gold Bunny Hunt at eight high-profile gardens throughout the UK, bringing the brand promise of ‘Magical Family Moments’ to life. The use of iconic, premium locations with naturally high footfall guaranteed face-to-face engagement with an audience of Lindt’s ABC1 family target market (W35+ with children).
Building on the campaign platform ‘Make this your Hoppy-est Easter Ever’, we targeted parents of young children with captivating venues and magical experiences. Running in the two weeks leading up to Easter – from 5 to 21 April – the activities themselves involved the creation of an installation at Bluewater whereby children wandered through the Gold Bunny Warren on a mouth-watering Easter adventure, counting the bunnies they saw on the way and receiving a delicious Lindt Gold Bunny treat as a prize. Alongside this, the Lindt Gold Bunny Hunts were held at all four RHS Gardens, as well as the Alnwick Garden, Royal Botanic Garden Edinburgh, Tatton Park, and Hever Castle and Gardens, taking children on a trail where they had to solve simple clues that promoted Lindt’s brand values, as well as educating the children about the gardens.
The Gold Bunny Easter campaign delivered outstanding results, with:
- over four million of Lindt’s target market engaged across all venues;
- 350,000 interactions (target of 300,000);
- a strong and positive brand image;
- 332,000 sampling opportunities (target of 300,000)
- 95 pieces of press coverage; and
- a cost per contact (CPC) of £0.04 (target of £0.50)…
… an all-round success.
The Lindt Gold Bunny Easter Campaign was also a Finalist in the ‘Brand Experience Campaign of the Year’ Category at The Grocer Marketing, Advertising & PR Awards 2014.