Ferrero Rocher Leverages AR and Storytelling for Easter Campaign Spotlight
Ferrero Rocher is reimagining seasonal engagement with its latest Easter campaign, combining augmented reality (AR), immersive storytelling, and premium gifting to position the brand as a key player during the springtime festivities.
Developed by independent creative agency Brand & Co, the campaign introduces “The House of Easter” — a digitally immersive, animated world inspired by the opulence and gold cues synonymous with Ferrero Rocher. This bespoke ecosystem showcases new gifting formats and seasonal treats, using a blend of experiential retail and mobile-first innovation to deepen consumer connection.
Central to the initiative is an elegant AR experience designed to elevate the unboxing moment. Consumers scanning the Ferrero Rocher sleeve unlock a three-act animated story that follows three golden bunnies on an enchanting Easter adventure. This AR storyline transforms traditional packaging into a digital gateway, combining physical product with interactive content that amplifies emotional engagement.
Brand & Co partnered with New Zealand–based animation studio Flux and AR specialists at Aircards to execute the creative and technical delivery of the campaign.
The campaign aligns with ongoing trends in the FMCG sector, where premiumisation and experiential marketing are becoming critical levers for differentiation — particularly around seasonal events. By merging storytelling, digital interaction, and luxury presentation, Ferrero Rocher continues to blur the lines between product and experience, adding value that resonates with both retailers and consumers.
As seasonal sales windows grow increasingly competitive, Ferrero Rocher’s approach underscores the importance of creating brand theatre and emotional resonance at point of sale. With physical retail spaces often under pressure to deliver more than shelf presence, campaigns like this highlight the potential of interactive tech to drive footfall, engagement, and purchase intent.
Ferrero Rocher’s Easter campaign is now live across select retailers, with brand activations on-pack and via digital channels. It represents a broader shift within the premium confectionery segment toward innovation-led gifting experiences designed to stand out in a crowded seasonal landscape.