The premise of the site is that the website's webmaster Chris Krohm, will eat Bernd, a pet rabbit, unless he receives €1,000,000 in donations to care for it.

The website claimed that the owner found Bernd underneath a banana box next to a bottle bank.

[1] The website received media attention especially throughout Europe as well as in Australia i.e. Bernd also featured on Mondo Thingo.

The Irish radio station FM 104 aired a telephone interview with Krohm on August 30, 2008 in its The Strawberry Alarm Clock and the number of the website's hits rose quickly to around 2 million page loads by November 2004.

Krohm, when asked in radio interviews, claimed that the site was completely serious and he would eat the rabbit and that he actually did receive a number of recipes.

Small letters at the bottom of the page make it clear that "It's a joke", although there is no such message in the German version.