São Paulo, March 2026 – A pioneer in creating the traditional Easter egg “vines” in Brazil since the 1980s, Lacta has just taken this iconic retail symbol to a new level. The sensory activation created by agency Streetwise and installed at Villa-Lobos Park in São Paulo has been officially recognized by GUINNESS WORLD RECORDS™ as the largest Easter egg vine in the world, measuring 23.54 meters in length, 3.74 meters in width, and featuring 3,500 Easter eggs decorating the ceiling of the installation.
The achievement reinforces the global relevance of Mondelēz, Lacta’s parent company, which in 2020 mobilized more than 5,000 people across 32 countries to break a world record with Oreo—highlighting the scale and impact of this initiative.
More than a monumental activation, the experience—titled “Opened a Lacta, It’s Already Easter at Villa Lobos”—was designed as a sensory, immersive, and interactive action. Featuring scenographic environments and Instagrammable spaces, it invites visitors to feel and experience the spirit of Easter before the official date, strengthening connection and sharing among family and friends. The activation includes a chocolate scent inside the installation, as well as giveaways and an exclusive discount coupon for purchasing Lacta Easter eggs.
“The GUINNESS WORLD RECORDS recognition reinforces Lacta’s role as a brand that, for decades, has helped build and reinvent Easter in Brazil. More than a size record, this installation represents our way of transforming such a symbolic icon into an experience that brings people closer together and anticipates the feelings of connection and affection that Easter carries,” says Ana Assis, Marketing Director for Lacta, Milka, and Seasonal Brands at Mondelēz Brazil.
The activation will remain open to the public until April 5 at Villa-Lobos Park, with free admission via prior booking or on-site queue, inviting visitors to experience the world record up close and feel the magic of Easter even before the official date.
Service Information
Location: Villa-Lobos Park – Gate 3
Address: Av. Prof. Fonseca Rodrigues, 2001 – Alto de Pinheiros, São Paulo – SP, 05317-020
Dates: Until April 5
Opening Hours: Wednesday to Sunday, from 10:00 a.m. to 7:00 p.m.
How to Participate
The activation is free and open to the public, with prior booking available via the official website link or through a QR code on-site.
Groups of up to 15 people can take part in the experience every 15 minutes, subject to availability. Participation is subject to capacity limits.
Note: To ensure everyone’s safety, in case of adverse weather conditions—such as heavy rain or strong winds—the experience may be temporarily paused or adjusted.
