4 PR Firms Fall for Prank to Market Bunny Burgers

The hoppin’ good low cholesterol food of the ‘90s--Bunny Burgers, made with rabbit meat--was merely a wascally pwank by those guys at Spy magazine, who persuaded four public relations firms to promote it.

The cottontail con was conceived for “Spy TV Pranks,” a pilot for a potential weekly program. PR firms were contacted for advice on the right way to market Bunny Burgers, a rabbit patty garnished with carrots, said Spy features editor Bruce Hardy.

The phony fast-food joint also offered Hareballs--a sort of rabbit McNuggets--along with carrot fries and milkshakes.

“We came up with a product that was pretty far-fetched,” said Hardy.

Not far-fetched enough. Four firms offered real advice on pitching the “low-sodium, low-cholesterol fast-food of the ‘90s,” said Spy show producer David Kaminsky. Among other things, Bunny Burgers was advised to drop the Hareball idea.

The PR firms were later told of the scam and were paid for their time and advice. Spy agreed not to reveal which companies were involved.

One firm, Fleishman Hillard, did not go for the hare-raising meal, according to the New York Post.

The company considered showing up with a presentation for “Double Bugs,” “Double Bugs with Cheese” and “Thumper Cajun Style” sandwiches, the Post reported.

“Bunny Burgers smelled fishy, and besides, we had a conflict with our Puppy-on-a-Stick (account),” company Vice President Jan Van Meet told the Post.