This Easter, My market brought a fresh and humorous twist to their seasonal campaign with the help of beloved TV personality Katerina Kainourgiou and a rabbit. The campaign, created by MullenLowe Athens, tells a lighthearted story of coincidence, charm, and unexpected partnerships.
The premise is simple yet imaginative: a rabbit is found hitchhiking in the countryside. As luck would have it, Katerina Kainourgiou happens to drive by—behind the wheel of a brand-new Peugeot 3008 Hybrid Allure, the grand prize of the My market Easter giveaway. But here’s the kicker: they’re headed to the same destination.
The encounter quickly turns whimsical. The rabbit, stunned to be picked up by none other than “Kainourgiou!” exclaims her name in disbelief. Katerina, used to the attention, is more excited about the “NEW!” car she’s driving. The double meaning of her last name (“Kainourgiou” means “new” in Greek) adds a clever twist to the dialogue.
Their journey together unfolds through engaging interactions, playful banter, and dynamic visuals, forming a duo that’s both humorous and heartwarming. In follow-up scenes (après pack shots), we see the duo shopping inside a My market store, where Katerina teases the rabbit in a friendly, comical way, enhancing their chemistry and extending the narrative beyond the road trip.
The campaign was launched with a strong media mix:
With upbeat music, a stylish aesthetic, and a charismatic cast, the campaign ran throughout the Easter contest period. It succeeded in spreading holiday cheer and driving consumer engagement, all while highlighting the major giveaway prize in a memorable and relatable way.
