Fabergé, the iconic jeweled eggs producer launches an Easter promotion called ‘The Fabergé Big Egg Hunt’ in London on February 12. Entrants will have the 40 days and nights of Lent—starting on Shrove Tuesday to hunt down as many eggs as possible.
Photo: ‘Eggsploration’ of the streets of London, from www.thebigegghunt.co.uk

The campaign will culminate at the massive Easter egg hunt across Central London, which will feature 200 two-and-a-half foot fiberglass eggs. Each egg will be placed strategically in a separate place in the city.

The fun event is also a charity campaign. The luxury brand is intended to raise up to £2 million for Action for Children, a leading children’s charity, and Elephant Family, the UK’s biggest funder for the endangered Asian elephant. Each charity will receive £1 million.

The eggs will be exclusively decorated by the world’s leading artists, architects, jewelers and designers including the Chapman Brothers, Vivienne Westwood, Giles Deacon, Zandra Rhodes, Diane Von Furstenberg, Sophie Dahl, Rob Ryan, William Curley, Bompas and Parr and Polly Morgan.

Once the hunt is over, three auctions will start, where the crafted eggs will be sold as art works. An exclusively designed jeweled egg pendant by Fabergé, in collaboration with Nicky Haslam will be the auctions’ highlight.

Fabergé will also try to set the Guinness World Record for the biggest Easter egg hunt. The campaign is a good canvas for the promotion of the newly opened Fabergé boutique, the first time in a nearly a century that the brand had a store in London.

The initiative launched yet in November at The Goring luxury hotel dining room, where the luxury brand arranged  “the world’s most ‘eggsclusive’ breakfast”—smoked salmon, scrambled Burford Brown eggs, quail’s egg, lobster, and caviar. British food writer and broadcaster, Tom Parker Bowles hosted the event. The dish will be added to the menu at The Goring Hotel throughout the duration of The Fabergé Big Egg Hunt.