Nestle’s Kit Kat brand came back as a Super Bowl sponsor last night, bringing to a close its season-long football focus with a spot designed to work across both TV and social to better reach hard-core football fans.

With creative that featured NFL super fans cheering their team on, a 15-second spot for the chocolate bar was also packaged into two six-second spots for a buy on Twitter and Snapchat.

The targeted social buy went after NFL and sports fans, appearing as pre-roll before content on the NFL’s official Canadian Twitter feed.

It was the culmination of the brand’s season-long football play that launched in-store in September with product displays pushing shoppers online. Messaging drove the brand’s “Have a Halftime” message and promotion whereby consumers can win a trip to the 2019 Super Bowl by using #MyHalftimeBreak in their social posts about the game.

The Nestle product was one of eight major brands signed on as Canadian Super Bowl sponsors or major advertisers for Super Bowl LII. Also present during the broadcast were Google (promoting its Pixel phones and Google Home products), JP Wisers, Heineken (marketing its new 0.0 alcohol-free product), Panago Pizza, Bell Media, official automotive sponsor Nissan and and TDL.

Wavemaker serves as media agency of record on Kit Kat. OneMethod handled creative for the campaign. Cadreon oversaw social.

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