Lindt is looking to boost Gold Bunny engagement with an assist from AR ahead of the Easter season.

Users are invited to scan a QR code or interface with a website to experience the Swiss confectionery’s Easter treat in a new way, a first exploration of this type for the brand, says Maura Cowan, Lindt & Sprüngli’s VP of marketing.

“We have not done this before, so this is definitely a first for us,” Cowan says. “[The Gold Bunny] is a beloved classic in Canada… and we are always keen for new ways to elevate that magic and memorable Easter experience.”

Until March 31, Canadians can spot the Lindt Gold Bunny near iconic landmarks like the CN Tower. Brand ambassadors will also be on hand to assist and sample at the Front and Bay Street area in downtown Toronto, the Places des Arts area in Montreal and Creekside Park in Vancouver.

Cowan says AR is a wonderful means of reinventing the tradition of the Easter hunt, and a way to get people outside for something fun and interactive.  Lindt chocolate retail shops will also engage with consumers to promote the AR experience as well.

Cowan tells strategy that Lindt is looking to connect with all kinds of families. Over the last few years, QR code-based AR integrations are broadly accessible to different age groups.

Since launching on March 11, Cowan says it’s had “great consumer feedback” through social and consumer services online.

To develop the AR, Lindt partnered with Swiss VR and AR studio Bandara, which created the user-friendly experience in Adobe Aero, and which leverages Google’s Geospatial technology to create a location-anchored experience in the real world. Lindt is also partnering with and amplifying influencer content across social channels nationally to promote the AR, with six influencers. It’s also conducting online video advertising.

Edelman is providing public relations and influencer partnership support. Starcom is the media buyer. Ad spend is comparable to Lindt’s efforts around the spring season.