The Ask

Make an entertaining social media Easter campaign that can also live beyond the feed. 


And so The Big Green Bunny was born for TikTok and beyond! We created entertainment-first assets to deliver the insight that "adults want Easter eggs too!" leveraging both organic and paid tactics for maximum impact. 


Fame Beyond the Feed 

Our campaign arc began with a disruptive organic launch on April Fool's Day, teasing the campaign with the provocative message: "Waitrose will no longer sell Easter Eggs to under 18s". This immediately sparked conversation, people loved it! We amplified this by partnering with comedian Mo Gilligan, who humorously reinforced the message by being "ID'd" in a Waitrose store. These posts drove significant attention beyond TikTok, securing coverage across Daily Mail, Metro, The Grocer, and more! On launch day we reacted with a TikTok communicating that you loved the idea of the April Fools so much we have made it happen in real life!. 


TikTok have even wrote a case study on it:  System1 x Waitrose / TikTok Analysis  

Introducing…The Big Green Bunny. Located in Battersea Power Station, a 10ft tall bunny, powered by comedian Mo Gilligan, asked “grown-up” questions to passersby. This proved they were grown up enough to deserve a premium Easter treat.

Paid Media: In 72 hours it achieved 22M impressions, followed by a week-long flight delivering a further 30M impressions. The Big Green Bunny successfully cut through the noise, delivering a TikTok first-campaign that smashed the ad recall target (+13.2% lift) - 1.4x TikTok benchmark, drove the highest talkability score in 5 years - at 11.5%, and drove uplifts in core brand perceptions.

Using Format