By John Glenday, Reporter

May 13, 2022 | 2 min read

KitKat is employing its tried-and-tested lure of twinned chocolate-coated wafers to prise gamers away from the latest Fifa title.

The campaign ‘Giving Gamers a Break’ draws on the brand’s established ‘Have a Break. Have a KitKat’ strapline to offer players the chance to drop out and pick up a snappable biscuit.

Targeting players of Fifa Ultimate Team (FUT) Champions Weekend League, the campaign coincided with one of the most competitive tournaments in the world of gaming, prompting the snack brand to step in to alleviate some of the pressure.

Overseen by Wunderman Thompson Amsterdam, the intervention saw KitKat introduce 100 easily-beatable players into the fray in the form of the Kitto Kath Squad, whose bumbling players delighted their opponents by scoring an own goal and abruptly quitting the game.

The easiest win of their lives was followed by a message from KitKat advising the lucky players to ‘Have a break. Have an easy win’ by taking the opportunity for a well-earned hiatus from play.

Wael Jabi, global strategic marketing and communications lead at KitKat, said: “The longevity of our tagline ‘Have a Break. Have a KitKat,’ which was first used in the 1950s, is thanks to activations like this, which demonstrate how the benefits of taking a break can be applied to all manner of situations in life. By using a modern-day Trojan Horse and infiltrating the game from the inside, we were able to bring our tagline into the virtual world and give gamers a break from the intense competition.”

KitKat is constantly seeking new ways to keep its ‘Have a Break’ messaging fresh, having recently likened the treat to an Airfix model.

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