Russell Stover adapts to social distancing for Easter with an Instagram bunny hunt

Participants can win a year's supply of the brand's chocolate

Published On
Apr 08, 2020

Editor's Pick

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.




Apr 08, 2020
Client :
Russell Stover
Agency :
Co-Founder/Chief Creative Officer :
Chuck McBride
Co-Founder/Principal :
Christian Hughes
Head of Production :
Michael Huntley
Executive Producer :
Brooke Hopkins
Creative Director :
Sean Flores
Copywriter :
David Cabezas
Art Director :
Cullen Newsome
Group Account Director :
Sandy Laliberte
Account Manager :
Noah Zepponi
Head of Comms & Media :
Pip Bingemann
Media Director :
Lizzy Ryan
Social Media Strategist :
Viktor Torbjörnsen
Executive Vice President :
Samantha Stark
Senior Account Director :
Bates Grainger
Account Director :
Kristen Mcmahon

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