The Hits Easter Beach Dig has become an annual pilgrimage to Hannahs Bay for local kids and its popularity continues to be a crowd puller.
"Even when it is pouring with rain, we still have hundreds of people turn up," said Kat Hicks, The Hits brand engagement manager.
Local businesses are also digging deep by donating hundreds of prizes, in addition to the prizes donated by lead sponsor McDonald's.
"It's amazing to have a mix of supportive business throughout Rotorua supporting kids for their digging efforts. It's one of the many community events we put on and we look forward to it every year," said Ms Hicks.
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Every kid will receive a prize and Easter goodies, thanks to McDonald's and Reduced to Clear Rotorua, plus there are spot prizes galore from Playtopia, Rainbow Springs, Reading Cinemas and Wonderworld Aquarium and Pet Centre. Hospice Rotorua will also have a fundraiser barbecue on site to help people fuel up and get digging.
* What: The Hits Easter Beach Dig
* Where: Hannahs Bay Park
* When: Sunday, 9.30am-11am