KitKat highlights different ways people eat the snack in The Break Off campaign

Nestle has released a new campaign that shows the different ways people eat a KitKat as it continues its mission to offer more personalised messaging.

For 'The Break Off' push, KitKat conducted consumer research to find out how people consume the chocolate biscuit, which includes dunking, snapping, nibbling, sharing and stirring.

The campaign comprises an online ad and social media drive, as well the introduction of two new products; the KitKat 4 Finger Vanilla for ‘stirrers’ and the KitKat Chunky Extra Chocolate for ‘nibblers’. Limited edition packaging designed by Anthem will also appear on wrappers.

Lisa May, marketing director, Nestle Confectionary, UK and Ireland said: “We have been delighted to find out more about how people eat their KitKat and we hope that our customers will continue to share with us the many unique and wonderful ways they enjoy our snacks as we launch ‘The Break Off’ campaign."

The campaign comes as KitKat looks to own people's break times, whatever activity that might include.

Speaking to The Drum earlier this month May said: “People’s lives are becoming much more fluid and we need to be where they are and help to champion those breaks in a way that inspires them. It’s about making sure that we evolve quickly as the market place evolves."

According to KitKat's research of 2000 adults conducted by ICM, when it comes to how Brits spend their breaks, ‘digital’ and ‘micro’ breaks are popular. Browsing the internet (51 per cent), checking emails (50 per cent) and checking social media (35 per cent) are cited as common ways to spend a break.

Meanwhile, most Brits eat a snack or have a drink such as a coffee during their break (67 per cent).

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.