AUCKLAND, Today: Hot cross bun season is in full swing, and New World—with help from DDB Aotearoa—is bringing the Easter vibes to life with a sensory twist that’s hard to miss.
The first layer? Scented bus stops. Yep—Auckland, Wellington, and Christchurch commuters can now sniff hot cross buns before they even make it to the store.
Sarah Austin, New World’s Retail Marketing Manager, said “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.”
Clint Roberts, media personality and New World’s social ambassador, will be checking out the scented stops and sharing the experience across his socials.
“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.” – Sarah Austin
Courtney Dow, DDB Aotearoa’s Creative Director, said “it’s a fun way of transporting shoppers to their kitchen while on their commute, with that iconic Easter smell.”
Next up—something for the eyes. In Hastings, home to some of the country’s top Easter egg buyers, New World is levelling up the classic egg hunt.
They’ve created Undercover Eggs with foil wraps designed to blend into backyard environments like grass, dirt and decking—making hunts tougher and way more fun.
The camo foils come free with any Easter egg purchase at New World Hastings. Just wrap, hide, and watch the chaos unfold. And for those after something a bit spicier, New World’s dropping a limited-edition hot cross bun with an unexpected twist.
The spicy surprise bun lands April 1—and no, it’s not a joke. Keep an eye on New World’s socials for the full reveal.
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