Experiential
Lindt Gold Bunny nationwide easter bunny hunt
Agency: innovision / Client: Lindt
Showreel of the venues and events for Lindt Gold Bunny Easter
The Event
The Gold Bunny is one of the world’s most iconic Easter symbols. To deepen its emotional connection with UK families and bring the brand promise of ‘Magical Family Moments’ to life, we needed an experiential strategy that went far beyond standard sampling. Taking the creative and operational lead as part of a multi-agency campaign, I produced a dual-stream activation: a high-impact, physical installation at Bluewater Shopping Centre, 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. This was paired with bespoke Easter hunts across eight of the UK’s most prestigious heritage gardens.
The Impact
4M+ target audience reached across all locations
350,000 live brand interactions (beating the 300,000 target)
332,000 direct sampling moments
95 pieces of earned press coverage
£0.04 cost per contact (demolishing the £0.50 target)
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.
My ROLE: Senior Producer
Hands-On Delivery: From Botanical Trails to Retail Spectacle
Nationwide Heritage Partnerships: Researched and negotiated strategic mutual-value partnership deals with eight premier cultural destinations, to deliver prime brand alignment - including all four RHS Gardens, Alnwick Garden, Royal Botanic Garden Edinburgh, Tatton Park, and Hever Castle.
Bespoke Storytelling & Trail Design: Rather than rolling out a generic trail, I worked directly alongside head gardeners on site to map out physical routes, writing custom clues that paired local botanical facts with brand storytelling, and managing the end-to-end design and print of the trail booklets and signage across all venues.
Airtight Multi-Site Logistics: Directed complex scheduling and temperature-sensitive logistics between Lindt, external stakeholders, and venue teams, ensuring assets and chocolate arrived in perfect condition across all nine locations simultaneously.
Experiential ACTIVATION: Bluewater Shopping Centre
Creative Direction & Spatial Design: Conceived the physical set design for a high-impact experiential installation at Bluewater, translating brand identity into an enchanting, touchpoint-rich physical world.immersive walkthrough set where children journeyed through a life-sized warren, counting bunnies before claiming their reward and Lindt product demonstrations took place.
Production & Build Management: Directed the build on site from initial concept to live activation, steering scenic and technical build crews through tight overnight retail installation windows.
Team Leadership & On-Site Operations: Recruited and trained brand ambassadors, delivered live show floor management, and maintained seamless operational momentum across peak retail footfall.
Sketch by Mike Ibsen
“ It was as thought someone picked up thousands of our target market and dropped them in one place (or 8). We could not have asked for beTTER...”
Magali Leroux| Senior Brand Manager
Lindt Easter