Lindt Canada’s GOLD BUNNY AR Game Returns for Second Successive Easter

With Easter festivities just around the corner, Lindt Canada is celebrating the power of shared family moments with the return of its ‘GOLD BUNNY Hide & Seek’ activation. Launched for the first time last year in partnership with Grey Canada, this mixed-reality AR experience is designed to turn classic Easter egg hunt traditions into a fresh, immersive game.

Capitalising on the fact that Lindt’s GOLD BUNNY is a popular symbol of the season – and gifting tradition – across the country, this endeavour takes the confectionery item and builds upon its shelf presence. Part of the brand’s mission to deepen emotional connections with the chocolate, according to Esra Genc, vice president, marketing, continuing this campaign felt like the perfect way to break away from the category’s common association with eggs.

“The GOLD BUNNY has been an Easter icon for generations, symbolising joy, quality, and the magic of the season,” she explains. “So, the digital 'GOLD BUNNY Hide & Seek' game builds on that legacy by transforming the classic Easter hunt into an immersive, participatory experience. Our tagline, ‘Make Easter Sparkle with Lindt GOLD BUNNY’, speaks to those moments of discovery and delight that families look forward to each year, and the digital game is one of the most engaging ways to bring that feeling to life.”

Playable on smartphones, participants are able to step into the world of the GOLD BUNNY and hunt for hidden bunnies to unlock sweet rewards. However, new this year is a grand prize – a year’s supply of Lindt Chocolate – something the brand emphasises was important to ensure the offering felt fresh upon its return.

“The 2025 campaign gave us a strong foundation to build from,” Esra says. “The game experience itself was compelling, but we saw a clear opportunity to give people an even stronger reason to play. By adding a year of Lindt chocolate as the grand prize, we built in urgency and shareability without compromising the heart of the experience.”

Spanning earned and paid media, including sponsored content placements, a national broadcast tour, paid partnerships with lifestyle and family-focused creators, and curated product mailers to key media and influencers, ‘GOLD BUNNY Hide & Seek’ is intended to bring fun to families from coast to coast, whilst encouraging consideration of the brand’s products ahead of the festivities.

At the same time, complementing the activation, Lindt has expanded its Easter lineup with an array of new products, including GOLD BUNNY White Chocolate, GOLD BUNNY Bite-Sized Easter Bags in Hazelnut and Double Milk, and LINDOR White Chocolate Carrot Cake Truffles. However, for Esra and the team, the most exciting part of this year’s campaign is the opportunity to build Canadian affinity for the GOLD BUNNY.

“The Easter egg hunt is as synonymous with the holiday as the GOLD BUNNY itself – so bringing the two together felt intuitive,” she emphasises. “The digital 'GOLD BUNNY Hide & Seek' game takes that shared cultural moment and places the GOLD BUNNY at its centre. Because when something becomes part of how a family celebrates rather than just a purchase, it becomes more deeply woven into the holiday. That's the role we want the GOLD BUNNY to play every Easter.”

That, and she adds, the opportunity to give away a year’s supply of chocolate.

“The grand prize [is something we’re especially fond of],” Esra concludes. “It’s something that feels fresh and fun, which is very much the spirit of ‘Make Easter Sparkle with Lindt GOLD BUNNY’."