KitKat, the Nestlé produced four- or two- finger chocolate and wafer bar famed for its "Have a Break" tag line, is to embark on an interactive marketing campaign today [Monday] to coincide with the launch of iTV, a new video-on-demand service by Kingston Interactive Television.

KitKat brand manager Jon Lambert told netimperative.com: "We view this as great opportunity to get some early experience of interactive TV.

"It's exciting to be involved in such a pioneering media and the fit with the personality, positioning and even name of KitKat could not be better."

The promotion will involve 10-second ads that invite iTV users to access a screen with a £1 money-off voucher for video rental. KitKat's branding will also feature on the Kingston Interactive Television email service.

The television network serves around 10,000 households in Hull and East Yorkshire, offering on-demand access to over 800 hours of film and TV programming that can be purchased, paused, fast-forwarded or rewound as if viewed on a normal video player.