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.
More work
Taco Bell – Euros
Get the nation talking about Tacos
Miele
Inspiring an influential fashionista tribe
Blossom Hill
IRL sampling to remote experiences