Griffin’s Biscuits 160th Birthday

2024 was a big year for Griffin’s as they celebrated their 160th birthday. Griffin’s are incredibly proud to have been the makers and bakers of bikkie delight for the last 160 years and wanted to celebrate their birthday with New Zealanders.
In addition to launching a limited edition product, the ‘Birthday Bikkie’, they celebrated their birthday with an extensive, integrated campaign.

We worked alongside our friends at Multiplied to help execute an exciting and engaging campaign with a strong and memorable ‘hook’, to celebrate Griffin’s 160th Year Birthday.

The promotion idea – instant win

We developed a compelling consumer promotion to drive consumers to purchase and participate. We wanted to convey a large prize pool full of aspirational prizes and offer a high perceived chance of winning to drive engagement.

To ensure a broad appeal, we took a ‘cash is king' approach and with instant gratification appealing to consumers, we developed an instant win campaign with 1000s of Prezzee Card prizes up for grabs. Consumers entered for a chance to win, with winners receiving their digital prize instantly over email to redeem online.

Blow out the candles via an Augmented Reality Experience

We wanted to give consumers a reason to engage with Griffin’s beyond purchase, reinforce Griffin’s brand personality and deliver an extra special birthday experience. 

We developed an Augmented Reality experience, giving consumers the chance to blow out the candles on a special Griffin’s Birthday Cake. 

To maximise participation, we used 8thWall’s browser based AR engine allowing participants to experience the AR game on their phone directly from their entry - no apps to download and nothing to install. The AR experience launched directly in their browser. Consumers scanned any Griffin’s pack using their phone’s camera combined with AR image recognition technology. Once the pack was recognised, they could magically blow out the candles on the virtual AR birthday cake.
Once the candles were successfully blown out, the user found out instantly if they’d won a prize. We created a special 3D model of the Griffin’s 160th Birthday Cake to deliver a visually awesome experience, all with an explosion of birthday confetti!