With big communal Easter egg hunts out of the question this year, chocolate brands are having to adapt their Easter marketing to comply with social distancing rules.
Russell Stover is one, and together with agency Cutwater it's devised a virtual Easter Bunny hunt on Instagram. Note, not an egg hunt. Perhaps the bunny himself is more appealing now that you can't meet him in person (although, New Zealand's Prime Minister Jacinda Ardern has designated him a key worker).
To take part, go to the brand's Instagram feed, where it will hide the bunny in some, but not all, posts. When people spot one, they should capture it in a screenshot and upload online by April 12, as well as tagging a friend with #thegreatbunnyhunt. The winner gets an entire year's supply of chocolate for themselves and a friend.
The brand is also running a TV spot, using footage of people hugging from previous campaigns, with text adapted to encouraging people to "send virtual hugs" to their loved ones. People can also send custom-created GIFs of the "TV hugs" to friends and family.