Jesse Yowell
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General Mills / Digital

Cannes Lions:
Shortlist / Cyber
Shortlist / PR

After 60 years on the shelf, General Mills replaced all artificial flavors and colors from Trix. So we decided to replace one more artificial ingredient... 

We launched a digital campaign asking bunny owners everywhere to submit pics of their furry friends for the chance to become the first ever "Real Trix Rabbit". 

The winning bunny, Cinnabun was placed on a limited run of Trix boxes and became the new mascot for Trix. Cinnabun also starred in a TV campaign and hosted the "Rabbit Showdown", an athletic bunny competition to promote General Mills health progress that ran during the Summer Olympics. 

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General Mills / #RealTrixRabbit

 
Cannes Lions:

Shortlist / Cyber
Shortlist / PR

After 60 years on the shelf, General Mills replaced all artificial flavors and colors from Trix. So we decided to replace
one more artificial ingredient... 

We launched a digital campaign asking bunny owners everywhere to submit pics of their furry friends for the chance to
become the first ever "Real Trix Rabbit". 

The winning bunny, Cinnabun was placed on a limited run of Trix boxes and became the new mascot for Trix. Cinnabun also
starred in a TV campaign and hosted the "Rabbit Showdown", an athletic bunny competition that ran during the Summer Olympics. 

 
 
 
 
 
 
 
New_Trix_Box_Cutout.png
 

CREDITS:
Executive Creative Director: James Dawson-Hollis, Bill Wright
Associate Creative Director: Jared Isle
Art Director: Jesse Yowell
Copywriter: Andrew Siegel