Everyone in Germany knows the easter bunny: a rabbit that brings easter eggs on easter and hides them in your garden. The weird thing is, nobody knows any background for this. Who is this bunny? Why does he do that? It’s a big part of German and European culture, and oddly enough: a mystery.

That’s why in our campaign we finally revealed the origin story of the easter bunny, the son of a hare and a hen who fall in love at a party, get married, and give birth to a special rabbit that lays eggs. Although he is an outcast in the animal world for his laying eggs ability, he takes the human world by storm and becomes a star. Despite his fame and success, he feels lonely without his family. So he returns home on easter, as he realizes that nothing is compared to the warmth of family.

The core of our campaign was a 2 minute animated film that was produced over the course of 4 months. The bunny was used in POS and print ads that were produced in parallel due to the temporal forerun needed to equip all 4.170 Netto supermarkets with the material needed: dispensers, billboards, posters, ceiling danglers and more.The campaign launched two weeks before easter and quickly took off – as people were thrilled to see the bunny they came to like in their supermarket, in their facebook feed, and on youtube. We published a children’s book telling the same story that was distributed in all Netto’s stores. And a limited edition of the book was produced and gifted to Netto’s special suppliers as a special Easter gift. An campaign website was launched that included a coloring book, a cutout of the easter bunny and an online version of the Children’s book.

The book was not only received greatly by our top suppliers, but it was a special surprise for all their families as well.

The result: We successfully strengthened our relationship with key account managers, as we receieved many thank you letters and even more letters asking for more copies for their friends and family members.