New World focuses on the senses in latest Easter campaign via DDB Aotearoa

Nothing says Easter like the smell of freshly baked hot cross buns. To celebrate this Easter classic, New World and DDB Aotearoa have created an all-consuming sensory experience that will have hot cross bun lovers hopping to the shops this Easter.

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 delicious 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.”

Media personality and New World social ambassador Clint Roberts will be out and about showing off the deliciously scented bus shelters to his audience, which will be popping up in Auckland, Wellington and Christchurch.

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

Next, a treat for one of the other senses, our eyes. By making the Easter egg hunt that little bit harder for a community that loves their Easter eggs.

Data revealed 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 we 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 be releasing a spicy surprise hot cross bun, that turns up the heat on a classic recipe. Check out New World’s social channels for the hot scoop. Don’t let the fact the bun comes out April 1 fool you, of course.

Agency: DDB Group Aotearoa
Foodstuffs Group General Manager – Marketing & CX: Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
Marketing Manager – New World Retail and Shopper: Sarah Austin
Marketing Executive – New World: Nadia Narot
Media Agency: PHD New Zealand

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.