99’s New World Epic Easter Hunt returns for 3rd straight year

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AUCKLAND, Today: 99’s AR-based egg hunt is back in store, and for the first time, players have the opportunity to take home New World’s Easter bunny mascot in the form of a limited-edition soft toy.

First launched in 2017, the mobile game lets New World shoppers search for AR markers in the aisles. When found, they explode with digital eggs for the player to collect.

In the runup to Easter weekend customers and their kids can collect dozens of colourful eggs, sharing their collection with other enthusiastic hunters.

“Each soft toy comes with a bunny birth certificate.”

In the few days since launch, the Epic Easter Hunt has already reached the Top 10 in Entertainment and Casual Game categories.

New World’s bunny mascot has always been a large part of the success of supermarket’s Easter promotions over the years.

Previously, the Epic Easter Hunt has picked up three gold NZDM Awards, three Bronze Axis Awards and won the Retail category at the TVNZ Marketing Awards.


Creative & design: 99
ECD: Mick Stalker
Production partner: Pixel Project
Media: FCB
Client: Laruen Ness (Marketing Manager, Foodstuffs)

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