Odd Language #191: Approval

Annie’s Homegrown, Inc. has a logo showing a rabbit and lettering around it reading “RABBIT OF APPROVAL”.

The issue: It is a play on words on “seal of approval”, but that is minor. My question to you is how is it that the meaning is so obvious? When I first saw it, I made the connection close to instantly.

(Their macaroni and cheese has Kraft Dinner beat hollow. Appropriate, I suppose, since macaroni is hollow.)