Griffin’s Biscuits 160th Birthday - AR Packaging

2024 was a big year for Griffin’s as they celebrated their 160th birthday. They were launching a limited edition product, the ‘Birthday Bikkie’, and wanted to celebrate their birthday with an extensive, integrated campaign that truly engaged bikkie fans.

We worked alongside our friends at Multiplied to help create an exciting AR campaign, bringing to life a Griffin's birthday cake right in front of your eyes - blow out the virtual candles to be in to win!

Blow out the candles via an Augmented Reality Experience

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

To do this 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!

The incentive – instant win

We developed a compelling consumer incentive 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.