STIR The KITKAT Big Bunny Hutch for Nestlé KitKa - Best Use of PR Winner - STIR - The Independent Agency Awards 2021

Campaign Summary:

With the annual season fairly muted the year before due to it taking place during lockdown, The KITKAT Bunny chocolate snack was launched by STIR for Easter 2021. It devised The Big Bunny Hutch reality series, five short online episodes featuring five fluffy and friendly bunnies, each competing in challenges for viewers’ affections and votes. Wanting a piece of innovative and exciting activity, The Only Way is Essex star and well-publicised animal lover Pete Wicks, was filmed with full animal-friendly protocols to take advantage of STIR’s findings that there had been a total of 3.2bn views of the #Bunny hashtag on TikTok with 18.1m #Bunny posts on Instagram.

The campaign reached a total of 7 million social media users, delivering 41 million impressions and achieved 55 total pieces of coverage against a KPI of 18. The campaign aimed to challenge the Malteser Bunny as the #1 novelty impulse product for Easter and even bagged a 90-second segment on This Morning with Phil saying: “Whoever their PR company are, well done, absolute genius. And how many times have we actually said the name of the chocolate bar.”

- STIR​