UK: Nestle launches Kit Kat campaign

By just-food.com | 29 January 2009

Nestlé's confectionery arm in the UK has launched a GBP21m (US$29.8m) advertising campaign for its Kit Kat brand.

The 'Working like a Machine' campaign has been introduced to support the brand's 'Perfect Break' promotion and was launched on 21 January.

The ads are "light-hearted" comic demonstrations, the company said today (29 January), of a man re-enacting various machines that we encounter in our everyday lives.

The Kit Kat 'Perfect Break' on-pack promotion runs from January to March offering consumers the chance to win prizes. Participating brands include Kit Kat 4 Finger Milk, Kit Kat Chunky Milk and Kit Kat Senses.

Graham Walker, Nestlé UK trade communications manager, said: "The new 'Working Like a Machine?' advertising continues the long history Kit Kat has had championing the 'break', but it also reflects how consumers today want choice in how they spend their breaks."

Sectors: Confectionery, NPD & innovation, Retail

Companies: Kit Kat, Nestlé