Netto is a German supermarket chain, that differentiates itself mainly by selling popular brands at low prices. But as the market changes competitive prices become less and less a meaningful way to connect with customers or even reach out to new target groups looking for a true shopping experience.

The brief was to come up with an idea for an easter campaign, that would make people fall in love with Netto (again). An image campaign with a sales component only for the point of sale.

The main target: improving Netto’s image as a supermarket that is not only cheap, but also likeable, caring, inspiring – and ultimately a nice place to do all the shopping for easter.

The film tells the untold origin story of the easter bunny – the rabbit that lays chocolate eggs and hides them in your garden on easter: A hare and a hen fall in love at a party in the woods and out of the resulting egg comes our bunny. We see him grow up in a loving environment...only to be mocked and bullied at school by other children, because he looks like a rabbit, but does something only chickens do: laying eggs. Feeling alone and outcast he decides to run away and meets a human girl in the forest. In quick cuts we see his insane rise to fame in the human world – he is a superstar. But at the height of easter bunny-mania, he decides to return home...and spend easter with his family.

The dominant part of the production process was shooting and animating the two minute film at the cente of our campaign over the course of four months. Production of different POS and print ads was a parrallel process due to the temporal forerun needed to equip all 4.170 Netto supermarkets with the material needed: dispensers, billboards, posters, ceiling danglers and more. The campaign was launched two weeks before easter and quickly took off – as people were thrilled to see the bunny they came to like in their supermarket, in their facebook feed on youtube and even in a children’s book we distributed in the stores.