The emotional film "Merry Easter", aired in Easter 2023, portraying an elderly woman mistakenly preparing for Christmas. She decorates her home, writes cards, and cooks a Christmas feast. Her family's arrival, carrying Easter eggs, highlights the mix-up. Though her grown daughter notices, she chooses to play along. The backdrop of a sunny spring day contrasts with the winter festivities inside. A poignant message reveals that every year in Germany, 300,000 people are diagnosed with Alzheimer's, suggesting the mix-up of dates as an early sign. The film concludes with a unique product, a Christmas-decorated chocolate Easter bunny, emphasizing that EDEKA, the biggest supermarket brand in Germany, donates half the proceeds from each sold figurine to support Alzheimer's research.

In Germany, each year, 300,000 individuals receive an Alzheimer's diagnosis. On a global scale, this number swells to a staggering 10 million new cases annually. Despite the prevalence of campaigns focusing on early symptoms of diseases like cancer, Alzheimer's remains largely unaddressed. While currently still incurable, early detection of Alzheimer's can significantly mitigate its symptoms.

EDEKA's directive was to craft an Easter ad that resonates emotionally with its viewers and underscores its societal commitment. As Germany's biggest food retailer with 11,000 markets, EDEKA celebrated Easter during Christmas – and embraced the mantle of educating the public about Alzheimer’s early indicators. They chose the backdrop of Easter, a time of family reunions and the second most significant holiday after Christmas, to drive home their message and commitment. By crafting a distinctive chocolate Easter bunny decorated with Christmas elements, a novel product was designed to funnel donations toward Alzheimer's research.

After millions of views online , coverage throughout several news outlets and podcasts the “Christmas bunny” even made it to Germany’s most popular morning show. The campaign which was far bigger than just the online film, carried along the holiday mix-up throughout all POS touchpoints of 11,000 markets, accompanying social media assets, TV commercials and Sunday newspaper ads – Christmas was celebrated everywhere in the middle of Easter time. A confusion which drove a lot of attention towards the campaign. With great effect: all Christmas bunnies sold out, the campaign raised over 200,000 € for the Alzheimer Research Initiative e.V. and EDEKA educated about recognizing important first signs for a disease that’s increasingly affecting more and more people worldwide. By undertaking this initiative, EDEKA shifted public perception from dismissing "elderly mix-ups" as mere clumsiness to recognizing them as potential indicators of their loved ones' health concerns.

"Weihnachtshase" translates to "Christmas bunny." The film was aired on Easter, which is the second most important Christian holiday in Germany where people mostly gift Easter bunny chocolate figures to family and loves ones. The same is done during Christmas time, but with Chocolate Santa Claus figures. So, the “Christmas bunny” which was sold at EDEKA is a unique blend between those two significant chocolate gifts.