Blog: Hannah AbdullaKitKat wrappers pass for train tickets in Japan

Hannah Abdulla | 12 June 2014

KitKat wrappers can be used as tickets on one railway network in Japan

KitKat wrappers can be used as tickets on one railway network in Japan

Nestle has teamed up with the Sanriku Railway to enable train travellers to use Kit Kat wrappers as tickets.

The move comes as part of a scheme to rejuvenate tourism in a part of the country devastated by the earthquake and tsunami three years ago.

People using the Sanriku Railway network can buy the special packs of Kit Kat at a lower price than a standard ticket. It is the first time a Japanese rail company has allowed chocolate bar packaging to be used as a valid travel pass.

Nestle claims Kit Kat is quite widely gifted between Japanese citizens as a "message of good luck because the brand's name is similar to the Japanese phrase "Kitto-Katsu", which translates as "you will surely win".

Following the tsunami, the rebuild team received Kit Kat products from fellow citizens "as a form of encouragement". Nestle then started working with the Sanriku railway, donating 20 yen per bar to the rebuilding project. Kit Kat also decorated two trains and two train stations with paintings of cherry blossoms - symbols of hope in Japanese culture.

Nestle has carried out a host of interesting activities with Kit Kat in the country, claiming it is "close to being a cult product" there. At the beginning of the year, it opened a retail "boutique" which stocked exclusive varieties of Kit Kat, including chocolate containing green tea.

In March, it unveiled its first mini Kit Kat that could be baked.

 

Sectors: Confectionery

Companies: KitKat, Kit Kat, Nestle

BLOG

Oxfam's report card for major food companies

In the sustainability arena, objective endorsement by a third party, particularly an NGO with credibility levels among consumers that even Unilever can only dream of, is an extremely valuable commodit...

BLOG

Tesco turns to IFTTT to automate grocery shopping

An eye-catching tech move from Tesco has been revealed this week - and one that has echoes of one of Amazon's latest initiatives in the US....

BLOG

Another new member for Faber's top team at Danone

Danone has appointed a new executive to lead its early life nutrition business, which features brands including Aptamil and Nutrilon....

just-food homepage



Forgot your password?