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.
“They really understand the brands and are incredibly creative when coming up with new ideas to fit the strategy. The team are very diligent and incredibly well organised, which makes working with them a pleasure.” – Harriet Chandler, Global Brand Manager at No.3
“I loved their contemporary framing of the brand and the opportunity brought a much-needed fresh perspective and pushed boundaries just the right amount.” – Sascha Macchi, Brand Manager at KITKAT
“Stir is so much more than an ‘agency’. Your ability to achieve great things whilst having fun and being kind is a rare and beautiful thing. Don’t lose it.” – Florence, Former long-time Stirrer
“Absolutely genius” (live on air in reference to the KitKat Big Bunny Hutch campaign) – Phillip Schofield, This Morning , Presenter
“Throughout our time working together, Stir have taken our briefs and delivered to our objectives, whilst pushing us to make bold decisions to drive brand love and engagement.” – Nicola Wallace, Senior Marketing Manager UK at Tommee Tippee
“They’ve been exceptionally ambitious on our behalf going after prestigious media. Plus they are a great team to work with.” – Paschal Karatzetzos, Influencer Relationship, Marketing & Social Media Manager – Consumer Care at Vital Proteins
“I love working with Stir PR, as they are the go-to agency I know I can rely on for the most creative, head-turning activations” – Camilla Pendleton, Global Senior Brand Manager at Lindeman’s & Blossom Hill
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.