CASTING CALL: Searching for a REAL Trix Rabbit

To help communicate a real life commitment to removing artificial flavors and colors from artificial sources from its cereals, General Mills issued a casting call for real rabbit versions of its 57-year-old Trix Rabbit mascot.

The online-only campaign, which ran through mid-November 2015, included a wonderfully fluffy video inviting all silly rabbits and rabbit wannabes to be part of the open casting call. Applicants could scope out the adorable competition by following #RealTrixRabbit on social media.

The winning rabbit was featured on its own commemorative, limited-run Trix box in the rabbit’s hometown. Afterwards, the iconic cartoon Trix Rabbit hopped back on the box.