New World and DDB Aotearoa create feast for the senses this Easter

Nothing says Easter like the smell of freshly baked hot cross buns and to celebrate this classic treat, New World and DDB Aotearoa have created an all-consuming sensory experience.

The first layer of this campaign is New World’s cinnamony scented bus stops, taking over three bus shelters across Auckland, Wellington and Christchurch to pump out the distinctive aroma of hot cross buns.

Sarah Austin, New World’s Retail Marketing Manager, says, “There is nothing quite like a spiced hot cross bun straight out of the oven with a good dollop of melted butter to treat the senses. We know this campaign will get our customers drooling this Easter.”

Showing off the shelters

Media personality and New World social ambassador Clint Roberts will be out and about showing off the deliciously scented bus shelters to his audience.

Courtney Dow, DDB Aotearoa’s Creative Director, says, “It’s a fun way of transporting shoppers to their kitchen while on their commute, with that iconic Easter smell.”

Undercover Eggs

Next, a treat for the eyes – making the Easter egg hunt that little bit harder for a community that loves them.

Data reveals that Hastings is one of the top purchasers of Easter eggs in the country, per capita. To say thank you, New World Hastings will be supplied with Undercover Eggs; a range of camouflage foil wrappers that make the kid’s Easter egg hunt that little bit harder and a lot more fun.

Teaming up with a local printer, DDB Aotearoa and New World have created a range of foils using common backyard patterns like grass, decking and soil, to cover the typical bright Easter egg foils. Free with any Easter egg purchase, all shoppers need to do is wrap their eggs, hide them and watch the hunt go up a level.

DDB Aotearoa and New World will also be releasing a spicy surprise hot cross bun, that turns up the heat on a classic recipe. Don’t let the fact the bun comes out April 1 fool you, of course.