Case Study

Sanders Chocolate

Assignment

Sanders Chocolate, a 150-year-old Detroit confection brand under PE-backed Second Nature Brands, needed to show up for Easter, one of the most competitive and time-bound retail moments of the year. The window was tight: a fully developed campaign, ready for paid Meta activation, in three weeks. No production budget for a traditional shoot. No room to miss the Easter buying window.

What We Did

We built “Generous About Everything. Except This.” — an integrated social campaign for Sanders Milk Chocolate Sea Salt Caramel Eggs, anchored in a single insight: these eggs create an irresistible urge to keep them all to yourself. Even the Easter Bunny draws the line somewhere.

The campaign came to life across three creative territories, Real Bunnies, Real Reviews (a 5-star endorsement from an AI-generated bunny), Which Egg Hoarder Are You? (a carousel typology of snacker archetypes, the Gaslighter, the Mastermind, the Blamer, the Menace), and Easter Bunny Capers (a video featuring the Easter Bunny himself clutching a basket he has zero intention of handing over).

Every asset was tested across two distinct audience segments: Modern Mindful Indulgers and Classic Sweet Tooth Society, with the ingredient story leaned in to test engagement lift. The full campaign launched on Meta the week of Easter, in feed, story, and carousel placements.

How we did it

Three weeks. Zero shoot days. The economics that made this campaign possible weren’t traditional, they were AI-native. We used generative AI to produce the bunny talent, the Easter Bunny character, the gaslighter, the mastermind, and every supporting asset across the campaign, eliminating the single most expensive and time-bound piece of seasonal production. Supercharger informed audience definition and creative testing across both segments before launch, so by the time the work hit Meta, we already knew which territory and which audience pairing would carry the campaign. The result is a fully developed seasonal program that landed in market on time, on budget, and on brand, and a transparency move worth noting: every AI-generated asset was disclosed in-ad, including a line warning real bunnies should not, in fact, be fed chocolate.