The Challenge
To increase sales and reinforce KitKat’s number one position in the confectionery market through a major national promotion, ‘Britain’s Biggest Break’.

The Solution
An integrated campaign that used SMS to persuade consumers across the UK to stop whatever they were doing to take a 15 minute break on March 21, 2003 at 3pm. The campaign comprised TV, outdoor, radio and print advertising. On-pack marketing across 100 million packs included an innovative heat-activated code that consumers were invited to text in to win prizes and receive regular communication from KitKat. Break tasters were printed on the back of wrappers and winners were notified on March 21, 2003.

The Impact
The campaign outperformed agency and client expectations in terms of business uplift and SMS proved to play a crucial role in marketing mix.