Lindt & Sprüngli is leveraging Easter – one of its strongest sales periods in Canada – to reach a broader audience with a new mobile game centred around its signature gold bunny.

The game uses smartphone motion sensor technology, allowing users to explore a gold bunny house by moving their device. The goal is to find six hidden Easter bunnies, which will unlock a coupon redeemable for any Lindt product in stores nationwide. Additionally, users can explore an interactive selfie camera feature, enabling them to take photos with one of the gold bunnies.

Users can access the game by scanning QR codes located in Lindt stores, on social media channels, in the company’s newsletter, and on the official Lindt website. The game is also being supported by digital, retail, paid media and PR efforts.

The hide-and-seek campaign was created by Grey Canada. The game was developed and designed by Switzerland’s Bandara VR GmbH. Burson provided additional support through media and influencer relations. 

A spokesperson for the brand told MiC that the game offers a modern take on Easter traditions, catering to families seeking experiences that foster meaningful connections to seasonal traditions. Although Lindt has previously developed AR games, this marks the first time the brand has created one specifically for Canadian consumers. The brand says it was inspired by other brands across industries – like fashion, sports, travel and beauty – leveraging AR to connect with consumers.

The game also serves as a launch pad for its new Gold Bunny Salted Caramel Chocolate Easter Bunny chocolates, Gold Bunny milk chocolate bar and Lindor Easter milk chocolate mini eggs (now available in a larger size).