Cadbury has historically owned Easter thanks to its iconic 1994 commercial. But as a new generation of consumers have replaced TV with social media, Cadbury risked being left behind. Enter the Cadbury Bunny Bracket—a social-first campaign created by Swift, a VML company, that brought people and pets together in a fun, engaging competition to find the next Cadbury Bunny.

Cadbury Bunny Bracket Case Study 2025 FINAL 1

Cadbury has long been synonymous with Easter, but as TV viewership declines and younger generations shift to social media, the brand faced the challenge of staying relevant. To make matters worse, the Easter chocolate category declined from 2023 to 2024.

The internet loves animals, and Instagram is where animal content thrives. We saw an opportunity to reimagine Cadbury’s iconic bunny commercial for the digital age, leveraging the power of user-generated content and social sharing.

We transformed Cadbury’s classic commercial into a social media tournament to crown the next Cadbury Bunny. Using Instagram as our arena, we invited users to post photos or videos of their pets’ “tryouts” on their feeds, encouraging organic participation and spreading the contest to followers.

We selected 32 semi-finalists, and fans voted using Instagram polls. To drum up votes, we encouraged fans to create their own content, fostering community engagement. Within two weeks, we united people and pets from all walks of life into one super-engaged community.

  • 26K New Followers
  • 40K Shares
  • 1,000+ Pieces of User-Generated Content (UGC)
  • 11.3B+ Media Impressions

Cadbury sales increased by 3%, while the overall Easter chocolate category was down 7%.

Additionally, one pet was adopted as part of the campaign’s heartwarming impact.

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