CHALLENCE

Russell Stover® Chocolates have been an American classic since 1923,

but they needed our help to make the brand more culturally relevant to contemporary consumers.

Insight

Position Russell Stover as a gifting company – the chocolatier that consumers go to for any and every occasion.

In “Make happy.™” – the brand's first national creative campaign in more than 20 years

we celebrate the joy of gifting and the feeling of happiness that comes with bestowing a gift of Russell Stover chocolates to a friend or loved one.

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While the campaign was in full swing the COVID-19 lockdown changed the way we needed to communicate with the world.

In a time where gatherings and social events weren’t possible we needed to created something

that would allow people to Make happy.™ from their own homes.

The Great Bunny Hunt is a twist on Easter’s most beloved tradition, the Easter egg hunt.

Instead of hunting for eggs in a yard or at a park,

you could hunt for chocolate bunnies in Russell Stover’s social feed.

The result was a groundswell of engagement and a 200% increase in Russell Stover’s following.

We combined paid social for our announcement posts leading up to the event with a collection influencer images

for our actually in feed instagram bunny hunt. Once we collected all the images we placed bunnies in most of the images

to allow people to go through our feed and hunt for bunnies for a week.