• by Karlene Lukovitz  @KLmarketdaily, July 20, 2016

Earlier this year, General Mills introduced the “Real Trix Rabbit” to symbolize its commitment to eliminating artificial flavors and colors from its cereals. 

Now the company is promoting its progress — that 90% of its cereals are already free of artificial ingredients — with a #RabbitShowdown contest.

From July 20 through Aug. 19, cereal-loving human “pet parents” are being challenged to submit videos, via RabbitShowdown.com, showing their bunnies — or other pets — engaged in athletic feats like jumping hurdles or running a 100-centimeter dash.  

The contest site will feature the video submissions. A panel of judges will choose three winners based on the videos’ entertainment value and creativity, and the energy and athletic ability of the pets. 

Each will receive a prize package that includes an online highlight video featuring winner’s video submission of their bunny or pet; a commemorative General Mills cereal box with a photo of the winner’s bunny or pet; and a sports-themed gift basket that includes General Mills food products and sports paraphernalia.

The contest is being promoted with a short video (below), starring the Real Trix Rabbit, hosted on General Mills’ YouTube and Twitter channels, and content on its Instagram channel.

“The #RabbitShowdown is a fun way to celebrate real progress with really cute furry friends, as we continue on in our journey to make cereal even better,” said Briana Falk, marketing manager for General Mills’ cereal division, in announcing the promotion.