Context:

2011 was the year of the rabbit in the Chinese Zodiac, so a Japanese company sold these strawberry-flavored rabbit-shaped breads in a rabbit themed package.

https://melonpaning.hatenablog.com/entry/2011/01/21/214244

Now one particular sample was shaped very unfortunate and went around the internet during that time, with several repostings all over the place since.

http://seaquake.blog78.fc2.com/blog-entry-4865.html

The most recent repost was this Tweet of two days ago and gained quite some traction. This is also the Tweet referenced in the post above.