Last week Toronto-based Lindt Chocolate Canada began rolling out its annual pre-Easter TV spots with the same weight as in the past six years. Creative was done by its parent’s Swiss HQ and adapted by Toronto’s Sebastian Consultancy, while BOS staffers in both Toronto and Montreal did the media buys. But this year, the experience push is getting a little richer.

In the lead-up to Easter Sunday on April 8, Lindt will be in your face instore, both literally and figuratively. A component of this program is possibly the best car wrap we’ve seen: Smart cars pimped to resemble Gold Bunny chocolates.

Lindt marketing VP Ron Lencz tells MiC the initiative began in Toronto three years ago, added Montreal last year, and now Vancouver for this year’s campaign. The vehicles, along with 12-foot inflatable Gold Bunny replicas, will visit about 100 stores ‘to create buzz and excitement,’ he says. Meanwhile, the company’s master chocolatiers will conduct in-store roulette-type contests with chocolate and plush-toy Gold Bunnys as prizes. They’ll also chat up waiting customers, offer decorating and entertaining ideas, and distribute Lindt pamphlets.

In Toronto, a bunny-bedecked car will make an appearance inside the downtown Eaton Centre and then join the annual Beaches Easter Parade the following day. There will be sampling on both days.