This hysterically funny prank was originally published in Spy Magazine (an Easter issue, perhaps) in April of 1992.
The article by Andy Aasron and Joe Queenan was entitled Let Them Eat Bunnies and posited that no matter how utterly imbecilic the idea, it would be easy to find a PR firm willing to represent it enthusiastically. Given deep-pockets investors to fund the endeavor, that is.
Read about it here
or even here