With families around the world staying indoors this year, Easter could look quite different. Fortunately, Russell Stover is hosting a chocolate-filled, virtual Easter-egg hunt to preserve one of the holiday’s most beloved traditions.
The brand is hosting “The Great Bunny Hunt” on Instagram and has enlisted the help of influencers to pull it off. Confectionary brands are particularly successful on Instagram, according to a Gartner report, so it makes sense that Russell Stover would choose it. To participate, Instagram users can search the platform to find virtual bunnies, then take screenshots of the bunnies, and submit them to Russell Stover’s designated website for a chance to win prizes. Sweepstake prizes for the virtual game include up to a year’s worth of Russell Stover chocolates. Beginning April 12, Instagram users can begin hunting for the little chocolate bunnies on the platform, with a winner to be announced on April 16. The chocolate bunnies will be hiding in pictures posted by the brand and in posts from the brand’s Instagram ambassadors. The brand is promoting the game on it’s Instagram channel under the hashtag #TheGreatBunnyHunt, which it also encourages users to include in any posts about the “Bunny Hunt.”
Easter is typically a holiday that unites families and friends, but under current circumstances, it could be comforting for fans that Russell Stover has created a way to virtually join people together. To further its theme of togetherness, the brand has created “virtual hug” GIFS encouraging people to maintain human connections even while social distancing. Additionally, the brand released a “Virtual Hugs” commercial, a continuation of its 2019 “Make Happy” campaign, being promoted on social media under the hashtag #MakeHappy.
Russell Stover is spreading the love this spring through long-distance hugs and avant-garde Easter-egg hunts. The chocolatier’s dedication to creating heartfelt moments could resonate with fans looking for a positive spin to what’s sure to be an unorthodox Easter.