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KitKat

THE OBJECTIVE

Disrupt the cluttered impulse confectionery market at Easter.

In an increasingly crowded seasonal space, KITKAT wanted to build hype and awareness for both the brand and its new Easter product.

THE INSIGHT

Cooped up throughout multiple lockdowns, data suggested our working-from-home audience weren’t taking enough breaks.

OUR JOB

Deliver a disruptive PR campaign to generate earned media coverage and integrate with KITKAT’s planned ATL comms to launch its Easter Bunny chocolate bar.

STIRRING EMOTION

At a time of heightened stress and anxiety, provide a much-needed break.

THE STIR WAY

The world’s first rabbit reality show – The KitKat Big Bunny Hutch.

Research told us that watching animal videos positively affects our mood and reduces stress. Our audience could have a break – and a KITKAT – watching our funny, fly-on-the-wall series, which saw five bunnies compete for the crown of KitKat Easter Bunny 2021.

Impact and implications

Output

55

pieces of media coverage, including 90 seconds of airtime on ITV This Morning, featuring six brand mentions and a URL call-out.

Outtake

129M

online media readership across national lifestyle and consumer media.

Outcome

#2

ranked impulse novelty product inclusive of NPD and established brands. Plus a 26% higher ROS versus Malteser Orange Bunny.

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Miele

Inspiring an influential fashionista tribe