The Bunny Briefing Breakdown
Inside the comms chaos at Eggcelerate Inc.
At 7:42 a.m. on the Thursday before Easter, the external comms team at Eggcelerate Inc. received their first media request of the day.
“Can you confirm the Easter Bunny’s comments about jelly bean packaging on Bloomberg Green?”
By 8:10 a.m., three more had come in. CBC wanted a statement on the company’s alleged pivot to biodegradable materials. The Carrot Chronicle was asking whether the Bunny had really claimed marshmallow eggs were “problematic.” And someone from Reuters had just sent a five-word email: “Do the bunnies unionize?”
None of this was in the briefing.
Eggcelerate Inc. is the global logistics and seasonal supply company responsible for the distribution of 97 per cent of the world’s Easter confections, with the Easter Bunny as its beloved (and occasionally unpredictable) CEO. It has warehouses in 62 countries, contracts with 4,000 small-batch chocolatiers and a long-standing commitment to next-day egg delivery.
But like most modern enterprises, its biggest challenge isn’t scale. It’s messaging.
The jelly bean comment? Off-script, made during a factory walkthrough in Montreal. A junior reporter from a local sustainability blog overheard the Bunny musing aloud that maybe jelly beans should come in “less landfill-y packaging” this year. She posted it on TikTok. It got 1.8 million views. Now the Bunny’s on the front page of GreenTech Weekly with a headline reading: “Easter Bunny Declares War on Plastic.”
This would be fine if the company were actually rolling out compostable wrappers. But that initiative, codenamed Project Shellshock, is still in R&D—and hasn’t been approved by the Board of Elves.
The external comms team, led by longtime VP Thumper McNeil, scrambled to cobble together talking points. They pinged Sustainability (OOO), Legal (“Can you guys not confirm anything until I see it?”) and the Bunny’s executive assistant (“He said what now?”). Meanwhile, new media requests kept coming in through six channels, including one WhatsApp group someone apparently gave to The Today Show.
At 10:47 a.m., HR quietly launched a new social campaign: #EveryEggCounts, highlighting seasonal inclusivity and expanding access to egg hunts for kids who don’t celebrate Easter. It featured a carousel post with five different slogans, none of which had been cleared by comms. One of them read: “Not everyone believes in the Bunny.”
By lunch, the external comms team had 12 open media requests, three conflicting internal campaigns, and no unified message. Their shared doc was a mess of strikethroughs, red text and comments like: “DO NOT MENTION FOIL SHORTAGE.” Half the team had skipped lunch. Someone had written “This is why we can’t have seasonal campaigns” on the whiteboard. It wasn’t clear whether it was meant to be funny.
If this sounds absurd, it’s only because it is. But it’s also familiar.
Ask any external comms team what it’s like in the lead-up to a major event or holiday, and you’ll hear the same story:
- Internal teams launching initiatives without looping in comms
- Execs making off-the-cuff statements that get treated as official policy
- Campaigns tripping over each other with inconsistent messages
- Media requests piling up faster than approvals can be gathered
It’s not a crisis. It’s just Thursday.
Thumper’s team did eventually wrangle things into place. They issued a soft statement clarifying the Bunny’s comments, pitched a feel-good story to CBC about small-scale egg painters in the Yukon, and looped in Legal to clean up the HR campaign. By Friday morning, the chaos had been downgraded to a “mild yolk flare-up.”
Of course, they’re logging it all in Broadsight: Who said what, when the requests came in, which responses were approved and how the messaging evolved under pressure. Next year, when the Bunny inevitably goes rogue again, they’ll have a full record of what actually happened—not just what people remember.
That’s the magic of having a dedicated media response platform. Broadsight gives teams like Thumper’s one central place to coordinate messaging, track media interactions and spot emerging issues before they hatch. No more digging through inboxes. No more contradictory replies. Just clear, organized context when it matters most.
Because in external comms, this is the job. It’s not a crisis. It’s the calendar. And being ready for the next seasonal surprise? That’s just good planning.
Curious how media teams keep their eggs in one basket without cracking under pressure? Broadsight was built by and for external comms pros who know how fast things move. Let us show you how we help teams stay ahead of the story—whether it’s Easter weekend or any other media moment.
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