Hershey seeking the perfect pet for latest Cadbury Bunny Tryouts
Cadbury Winner Annie Rose
One of the most entertaining and colourful confectionery traditions returns for its sixth instalment with the ‘Cadbury Bunny Tryouts’ to find the perfect pet to best represent the brand in a new advertisement, writes Neill Barston.
From seeking entries from charming calico cats and dotty Dalmatians, through to loveable lizards, the company is encouraging consumers to put forward their favourite furry friends for the chance to win a special prize and some prime time screen coverage.
Since 2019, each spring, Cadbury has put the call out to pet owners looking to cast the next big star of its beloved Cadbury Bunny Tryouts ad spot. This year, for the first time, Cadbury is hopping into the madness of March where furry friends can enter to compete amongst finalists in a bracket-style elimination tournament on Instagram.
To enter, pet-parents must follow @CadburyUSA on Instagram and post a picture or video of their pet on their feed explaining why their pet should be the 2024 Cadbury Bunny. Entrants must post from a public Instagram account, tag the Cadbury brand (@CadburyUSA) and use #CadburyBunnyContest in their post, to accept terms and conditions. Finalists will be announced in early March.
The winning “bunny” and its owner will have the opportunity to receive up to $7,000 in prizes over the course of five rounds of voting, and the chance for the “bunny” to star in the 2025 Cadbury Bunny Tryouts commercial.
There will be a season of voting starting from March 11, with a winning “bunny” is crowned to help create a memorable marketing moment for the brand, which has continued to gain a strong market share within the US, enjoying a manufacturing licence through Hershey for the North American region.
“The spring season is a special time for our Cadbury team, but the Cadbury Bunny Tryouts are perhaps the best part of all,” said Natalie Shuntich, senior associate marketing manager at The Hershey Company. “The annual competition has evolved into a moment that fans eagerly await each year, and it is an honor to engage with both Cadbury and pet lovers alike, year after year, making them a central part of our brand.”
