General Mills is issuing a casting call for real rabbit versions of its 57 year-old Trix Rabbit mascot to communicate a real life commitment to removing artificial flavors and colors from artificial sources from its cereals.
The online-only campaign, created by General Mill’s agency, McCann New York, includes a wonderfully fluffy video inviting all silly rabbits and rabbit wannabe’s to be part of the open casting call. Applicants can scope out the adorable competition by following #RealTrixRabbit on social media from now through November 8, 2015.
The winning rabbit will be featured on its own commemorative, limited-run Trix box in the rabbit’s hometown. Afterwards, the iconic cartoon Trix Rabbit will hop back on the box.