UNREAL Candy, known as "Candy Unjunked," needed to create some big news about its brand that is made with better and healthier ingredients than most other candy. And it had to create this buzz with no paid media.
This resulted in the "Easter Bunny Apology Tour," where the Easter Bunny appeared in public, with celebrities, and on social media--apologizing for all the junk candy he'd been giving out for years.
His Apology Tour was covered with Facebook, YouTube, Twitter, Pinterest, and his own site, sorry bunny.com.