"This was the first project Firstborn had collaborated with Proximity Canada and BBDO Toronto on," said Michael Ferdman, CEO of Firstborn. "In the truest sense of the word, everyone had something distinct and unique to bring to the table to build this campaign. As it evolved, so did all of our ideas to reach out and bring consumers into our virtual world."

In-store, standees, wobblers and step-headers are used to identify the Join the Hunt contest. Specially marked packages of M&M's Speck-tacular Eggs include a PIN code located inside the wrapper that also contains points for contest participants to use towards their tally.

The contest closes June 30, 2009 and the Grand Prize draw will be held in Toronto on July 15, 2009. The television spots air nationally across Canada on conventional and specialty networks. OMD Canada handled the media buy.