Nestlé and Wunderman Thompson’s Have a Bite campaign has reignited debate about the correct way to eat a KitKat.
In the first 48 hours of launch, the campaign has gained national press including Sunrise, 4.3 million views organically across TikTok and Instagram and the attention of some passionate KitKat fans with 70k plus votes in a heated twitter debate.
Nestlé released a statement in response to the debate on Sunrise saying it has no official position on the best way to eat a KitKat: "Whether you snap, nibble or chomp, what really matters is that you take a break from your day to enjoy your KitKat your way.”
The Have a Bite social campaign sees KitKat jump in to respond to the many people proudly flaunting their innovative approaches to the correct KitKat consumption method. It will be running until 30th September and kicked off with prominent TikTok creators including what’s wrong, you look like you’ve seen a ghost 🍫 #rulebreak #kitkat #ad
Michael Caton returns (via TikTok) in a social extension of KitKat’s Wizard campaign in June. Caton bites into a KitKat himself and asks: ‘Is this wrong?’
To show that ‘other’ ways of having a bite are being considered, KitKat is testing the waters with some limited-edition packs, where the iconic snapping fingers are replaced with some of the different ways Aussies bite their KitKats.
Wunderman Thompson chief creative officer João Braga says the campaign engages with KitKat’s fanbase online:
“As Australia’s favourite chocolate bar, we know that people have some serious love for the iconic treat, but we wanted to discover new ways to engage with the fanbase online. What better way to do this than by jumping into the heartfelt and passionate debate over the true, right and ‘correct’ way to eat a KitKat.”
Nestlé head of marketing Joyce Tan says the campaign leverages the power of TikTok creators.
“We knew it was time to finally weigh in on the conversation regarding how to properly eat a KitKat and acknowledge the weird and wonderful ways Aussies eat theirs” Tan says.
“Teaming up with Wunderman Thompson, we were able to leverage the power of TikTok creators and iconic Australian actor Michael Caton to generate real time conversation about the many ways that a KitKat is enjoyed.”
Credits:
Creative Agency: Wunderman Thompson
João Braga, Chief Creative Officer
Simon Koay, Associate Creative Director Steven Hey, Associate Creative Director Steve May, Senior Copywriter
Angela Morris, National Chief Strategy Officer Carnelian Easton-Jones, Senior Strategist Ana Lynch, Partner
Laura Hawdon, Group Engagement Lead
Client: Nestlé
Joyce Tan, Head of Marketing Confectionery Jenna Nakou, Marketing Manager, Chocolate
Monique Ellis, Brand Manager, KitKat
UM (Media), Shuttlerock (Production - Social content), Poem (PR)
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