Annie’s bunnies join the big leagues
Usually when you think of Annie’s Homegrown bunnies in a bowl, images of macaroni, crackers or popcorn come to mind.
But Annie’s first Bunny Bowl – streamed live today on Facebook – was the real deal. With real rabbits, really bunny-paced football and endless sideline snacking.
Apparently rabbits don’t carrot all about football.
Ten all-star, adoptable bunnies were recruited for the game from RabbitEARS, a Berkeley-based animal shelter near Annie’s headquarters. While puppies have been associated with the biggest football weekend of the year before, Annie’s wanted to try something more fitting for what their brand is known for.
“The Annie’s headquarters is a dog-friendly office where we encourage our employees to bring their pups to work every day. So it’s no surprise that we were inspired by the Puppy Bowl,” says Christina Karem, on Annie’s marketing communications team. “We planned today’s first Bunny Bowl as homage to Bernie, Annie’s official Rabbit of Approval and beloved brand mascot.”
Bernie was the pet Dutch rabbit of the brand’s co-founder Annie Withey, and he’s pictured on all of Annie’s packaging today.
“In addition to carrying on Bernie’s legacy, we are hosting The Bunny Bowl to support local adoptions at RabbitEARS and to spread awareness for the Bay Area Rescue Community. These furry all-stars are arguably Bunny Bowl MVPs for their killer hairstyles, athleticism and finesse,” Christina says.
While the level of the rabbits’ enthusiasm was hard to read in the one-hour live stream, Christina says the Annie’s team was hoppy with the results.
“To our team, the Bunny Bowl was a huge success because of how much fun our team had bringing this idea to life,” she says. “It speaks volumes for what Annie’s is all about from a cultural point of view. If we can bring a smile to even one person with our surprise bunny stream or help one more bunny get adopted, then it was all worth it.”
As a thank you for their generous participation in The Bunny Bowl, Annie’s donated $5,000 to support RabbitEARS and help their furry all-stars find new homes.
Learn more about RabbitEARS Rescue at RabbitEARS.org.
And in case you were curious like me, the rabbits with the exceptionally awesome hare dos are Lionhead breed bunnies!
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