KitKat, Britain’s No.1 chocolate bar, is reinforcing its number one position in the confectionery market by investing £6 million in a modern, dramatic and high-profile integrated campaign that aims to encourage the nation to take more breaks.
On Friday 21st March at 3pm, KitKat will be persuading the whole of the UK to stop whatever it is doing and to take a 15 minute break as part of its massive ‘Britain’s Biggest Break’ campaign.
Commenting on Britain’s Biggest Break, Nestlé Rowntree Marketing Director Andrew Harrison said “We are extremely excited by this massive through-the-line campaign, which will be both far-reaching and innovative. It will be difficult to avoid KitKat and Britain’s Biggest Break in the run up to 21st March as we will be almost everywhere.”
This heavyweight through-the-line campaign will feature new TV creative, outdoor advertising, the biggest ever spend on radio for any UK brand, two major promotions – one with The Sun newspaper, (the first major corporate project for new editor Rebekah Wade), and one with Take a Break magazine as well as a far-reaching PR campaign with Hill and Knowlton. The brand will also carry new promotional packaging that will provide people with the opportunity to win prizes and receive regular communication from KitKat via a text messaging dialogue.
The new TV advertising features UK leading actor Jason Statham of ‘Lock, Stock and Two Smoking Barrels’ fame. The ads were filmed in New Zealand by advertising agency J Walter Thompson, and break on the 26th February at 7:45pm. The ads are directed by Full Monty director, Peter Cattaneo who explains his involvement: "I was very excited to be involved in the new ads because not only is KitKat a British institution but the brand has a history of very good advertising using fresh and witty scripts”.
The new strategy and communication represents a change in tone of voice for KitKat’s advertising – the first dramatic change since 1999. It remains humorous but is more subtle, cooler and more modern.
As well as national TV advertising, one in ten UK billboards will be dedicated to the Kit Kat campaign. The brand, working with media buyers Mindshare, is also putting the biggest ever single day investment into radio by any UK brand and the ads will again feature Jason Statham. The radio campaign will also incorporate engaging competitions that will also be mirrored in regional print media. Many radio stations have also agreed to encourage their listeners to 'have a break' on 21st March, for example TalkSport will stop talking and play music for the first time ever!
The on-pack marketing will include an instant-win dynamic. Once opened, the Kit Kat wrappers will reveal a heat-activated code that can be sent to Kit Kat, in partnership with Aerodeon Wireless Marketing, via SMS, e-mail, post or telephone. On the day of Britain’s Biggest Break the 10,000 winners will receive a message letting them know that they have won. All entrants will also receive reminders to take their break on the day of action.
Kit Kat is hoping that the day of activity will raise money for BREAK, the UK charity that provides assistance to children, adults and families with special needs to help them take a much-needed break of their own. If enough people take part and announce that they have taken their breaks, Kit Kat will send 200 children and adults on a much-needed break.
Andrew Harrison continued: “It seems that people in the UK have got into a culture of not taking a break from their daily routines. People in Britain often work the longest hours in Europe and Kit Kat wants to challenge this. It is time we had a well-deserved break – and Britain’s Biggest Break will do just that. We will not only be having fun on the 21st March but there is also be a more serious campaigning message behind our activity”.
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
On Friday 21st March at 3pm, KitKat will be persuading the whole of the UK to stop whatever it is doing and to take a 15 minute break as part of its massive ‘Britain’s Biggest Break’ campaign.
Commenting on Britain’s Biggest Break, Nestlé Rowntree Marketing Director Andrew Harrison said “We are extremely excited by this massive through-the-line campaign, which will be both far-reaching and innovative. It will be difficult to avoid KitKat and Britain’s Biggest Break in the run up to 21st March as we will be almost everywhere.”
This heavyweight through-the-line campaign will feature new TV creative, outdoor advertising, the biggest ever spend on radio for any UK brand, two major promotions – one with The Sun newspaper, (the first major corporate project for new editor Rebekah Wade), and one with Take a Break magazine as well as a far-reaching PR campaign with Hill and Knowlton. The brand will also carry new promotional packaging that will provide people with the opportunity to win prizes and receive regular communication from KitKat via a text messaging dialogue.
The new TV advertising features UK leading actor Jason Statham of ‘Lock, Stock and Two Smoking Barrels’ fame. The ads were filmed in New Zealand by advertising agency J Walter Thompson, and break on the 26th February at 7:45pm. The ads are directed by Full Monty director, Peter Cattaneo who explains his involvement: "I was very excited to be involved in the new ads because not only is KitKat a British institution but the brand has a history of very good advertising using fresh and witty scripts”.
The new strategy and communication represents a change in tone of voice for KitKat’s advertising – the first dramatic change since 1999. It remains humorous but is more subtle, cooler and more modern.
As well as national TV advertising, one in ten UK billboards will be dedicated to the Kit Kat campaign. The brand, working with media buyers Mindshare, is also putting the biggest ever single day investment into radio by any UK brand and the ads will again feature Jason Statham. The radio campaign will also incorporate engaging competitions that will also be mirrored in regional print media. Many radio stations have also agreed to encourage their listeners to 'have a break' on 21st March, for example TalkSport will stop talking and play music for the first time ever!
The on-pack marketing will include an instant-win dynamic. Once opened, the Kit Kat wrappers will reveal a heat-activated code that can be sent to Kit Kat, in partnership with Aerodeon Wireless Marketing, via SMS, e-mail, post or telephone. On the day of Britain’s Biggest Break the 10,000 winners will receive a message letting them know that they have won. All entrants will also receive reminders to take their break on the day of action.
Kit Kat is hoping that the day of activity will raise money for BREAK, the UK charity that provides assistance to children, adults and families with special needs to help them take a much-needed break of their own. If enough people take part and announce that they have taken their breaks, Kit Kat will send 200 children and adults on a much-needed break.
Andrew Harrison continued: “It seems that people in the UK have got into a culture of not taking a break from their daily routines. People in Britain often work the longest hours in Europe and Kit Kat wants to challenge this. It is time we had a well-deserved break – and Britain’s Biggest Break will do just that. We will not only be having fun on the 21st March but there is also be a more serious campaigning message behind our activity”.
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
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