Kit Kat Canada launches biggest-ever campaign
The Nestle brand has shifted its media budgets to focus on social and digital (including a Break Assist app) in order to reach millennial consumers.
Nestle Canada is aiming to take back the break, launching its biggest ever campaign for Kit Kat. With media by ZenithOptimedia and creative and digital by OneMethod, the campaign encourages Canadians to take more breaks with tips, tools and ideas offered in TV spots, digital ads, social activations, a new website and a recently launched custom app.
Lily Wen, marketing manager, Nestle Canada, tells MiC that this is the first campaign for Kit Kat in Canada to integrate this many platforms in a comprehensive way. The media buy is Kit Kat’s biggest ever in Canada, with budgets expanding and shifting to accommodate a greater focus on digital and social than in the past, says Wen. She says that while Kit Kat maintains a mass appeal, the investment in digital and social is an effort to reach millennial consumers 20 to 35. Meanwhile the TV component will target adults and will air on a broad mix of channels and programming, including Global, City, Food Network, Space, History and TSN.
One of the tools, The Kit Kat Break Assist app, launched on Monday and is available through a redesigned kitkat.ca. Users can program the app to send them a fake phone call at a predetermined time, and a “break artist” will coach them through getting out of long meetings or unwanted conversations. It is being promoted through the brand’s social platforms including a YouTube video, Facebook posts and Kit Kat Canada’s new Twitter account, launched with the new campaign.
The campaign runs until the end of the year.