Eggs aplenty: Brands drum up enthasiasm for Easter with interactive social and in-store campaigns

  • Advertising
  • April 15, 2019
  • StopPress Team
Eggs aplenty: Brands drum up enthasiasm for Easter with interactive social and in-store campaigns

No matter how late it falls in the calendar, Easter always gets brands hopping to release an annual round of chocolatey, rabbitty content. With this year’s Easter falling late enough to nearly coincide with Anzac Day, brands have had plenty of time since the last public holiday (Waitangi Day) to launch holiday-related ads and social media posts.

Easter is like Christmas for chocolate companies – with chocolate-y treats at the forefront of everyone’s minds in the lead-up to Easter Sunday, chocolate companies have no shortage of angles to play with.

While Cadbury’s famous chocolate bunny tends to make the rounds annually in some form, this year the company has also dived head-first into world of social media with Cadbury’s launching a virtual twist on the holiday classic: a Facebook Live Easter egg hunt for customers to be in the chance to win.

With a total of 120 prizes to give away, users must find Easter eggs hidden within the Facebook Live hunt. All entrants had to do was be the first person to comment on the video post stating the current location of the egg.

Meanwhile, Whittaker’s chose to firmly assert itself as New Zealand’s last major locally-owned and operated chocolate company, bringing back its fan-favourite chocolate Kiwi in support of the beloved bird itself. Available in both dark chocolate and creamy milk, 20 cents from each sold goes to charity Kiwis For Kiwi, which is working towards saving our national bird.

While Whittaker’s actually introduced the Easter kiwi, and its support for Kiwis for Kiwi back in 2016, this year it has drummed up its social media awareness campaign about the product.

Over in the dairy industry, Lewis Road Creamery’s Easter approach is rolling out daily on social media. Early in the piece, the company ran a social campaign for one lucky workplace to win fresh Hot Cross Buns along with the brand’s premium butter. Another giveaway included “An adults-only Easter treat” chance to win a bottle of the company’s chocolate liqueur.

Lewis Road Creamery also put together an Easter bunny gingerbread recipe made using the company’s gingerbread milk. It has also run a campaign boosting “The only Easter Egg you can drink!” about its much-loved chocolate milk.

Soy-based milk alternative brand So Good NZ catered to the dairy-free population by posting a vegan choc-coconut Easter egg recipe on social media.

Along with its traditional sunny-afternoon Easter egg hunt TVC currently screening nationwide, The Warehouse has also upped its egg hunting game by giving kids a chance to hunt while their parents' shop with the Red Rabbit in-store game. Red Rabbits have been hidden in stores around the country, with 20,000 prizes to be won. A limited number of rabbits are hidden each day so people have a fresh chance to win every day. The campaign launched at the beginning of the month and is set to run right through until Easter Monday.

 

Never one to shy away from celebrating everyone's favourite chocolate-based holiday, Vodafone teamed up with Snow Planet to create a unique Easter egg hunt on social media. Users had to watch the 360° video filmed at Snow Planet, and comment how many Easter eggs and gold stars they spotted, along with the hastags #Smartphone or #Snowplanet – indicating which prize they wanted to win, either one of ten smartphones, or one of ten family passes to Snow Planet. 

Low-price telco Skinny Mobile got interactive with its audience, asking its customers how they keep costs down over the Easter season.

Countdown is teaching its customers how to make the most of the season, with a series of child-friendly recipe how-to's on its YouTube channel. 

From versatile hot cross buns to a Creme Egg viennetta, the channel has it all, including instructions on how to make this piñata-esk Easter egg smash.

New World has brought back its successful Epic Easter Hunt for the third year. Based on New World's long-running Easter Egg hunt, the supermarket and 99 put a modern twist on the game in 2017 when they launched an augmented reality game. The in-store game requires a smartphone app for children to play, and works by users scanning unique AR markers hidden in-store. 

When found, they explode with digital eggs for the player to collect. In the run-up to Easter weekend customers (and more importantly their children) can collect dozens of colourful eggs, sharing their collection with other enthusiastic hunters. Shoppers can also win one of 1500 soft toy versions of New World's bunny mascot, by catching the very rare golden egg within the game. Each soft toy won comes with a bunny birth certificate to fill out.

Pak'nSave has brought back its own version of the Easter bunny, Bugsy to a series of TVCs and social media posts. And has been sharing nothing but Easter related content for weeks. Along with recipe ideas, fuel-saving opportunities and interactive social media posts, it also has in-store opportunities for families to with a $200 Pak'nSave gift card, by taking a picture with the Bugsy cut-out in-store and sharing it on the original Facebook post. While winners aren't set to be announced until April 21, the post already has more than 1700 comments. 

National drink chain Tank Juice Bar has taken a break from its traditionally health-conscious menu items this Easter to serve an Easter smoothie, featuring banana, milk, yoghurt and, of course, chocolate. 

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