Nestlé is preparing to launch its "biggest ever" ad push for its Kit Kat brand in the UK, with a media budget of GBP16m (US$24.5m) in 2009.

The company will be running an on-pack promotion with a prize fund totalling GBP1m. From January to March next year, consumers will be given the opportunity to not only to win but also to choose their "perfect break", the company said.

"Kit Kat has long been champion of the 'break', but the new promotion reflects how consumer attitudes towards taking a 'break' have changed," Graham Walker, Nestlé UK trade communications manager, said.

"Consumers today want choice in what they do and this is reflected in the on-pack 'Perfect Break' promotion," he added.

Throughout next year, Nestlé will be investing in TV advertising alongside press, outdoor and trade advertising. The brand's commercials will be airing on television for ten months of the year in 2009.

"We expect to create massive demand for Kit Kat," Walker said.