KitKat Canada is tapping into Gen Z’s complex relationship with screen time and reframing its own motto, “taking a break.” The CPG brand recently launched a national, digital-first campaign that includes a gamified challenge turning screen-time reduction into KitKat bars.
From May 25 to June 8, users can share a screenshot of their weekly screen time report via Instagram story, tag @KitKatCanada, and if they’ve successfully reduced it, they’ll receive free chocolate delivered to their door. A reduction of 1% of screentime equals one KitKat finger.
Zeeshan Qureshi, KitKat marketing manager, tells MiC that as digital natives, Gen Z is especially vulnerable to this constant connectivity. In new research conducted by KitKat Canada, the brand found that 95% of Gen Z Canadians reach for their phones the moment they take a break (well above the national average of 80%), with two-thirds doing so even when they intend not to. With Canadians averaging more than six hours of screen time a day, a full digital detox may not be realistic, but with 67% saying they’d unplug for the right incentive, KitKat saw an opportunity: make taking a better break feel like a reward.
“This campaign is fully aligned with KitKat’s global brand positioning, which continues to evolve the meaning of a “break” in today’s hyper-connected world,” Qureshi says. “Building on our iconic tagline, Have a Break, Have a KitKat, we’ve localized the insight for Canadian audiences, highlighting how difficult it can be to disconnect from your phone, and reimagining the break as something more intentional and rewarding. By gamifying the experience, the campaign invites Canadians to take a ‘better break,’ reinforcing KitKat not just as a chocolate bar, but as a symbol of a meaningful pause in a world that rarely slows down.”
The campaign remains grounded in an earned-first approach, with KitKat Canada continuing its partnership with Thrive to support amplification. “This campaign is rooted in an earned-first approach, making it distinct from past larger-scale, channel-led initiatives,” Qureshi explains. “That said, we will incorporate light paid amplification of influencer content on TikTok to help drive relevance with our Gen Z audience in the moment. This approach remains flexible and may evolve based on performance and engagement.”
Other insights that informed the campaign include that one in two KitKat Canada surveyed said that instead of feeling recharged, their phone breaks leave them feeling distracted, stressed, or even sad. This trend goes down as we age: 42% of Millennials, 30% of Gen X and 18% of Boomers.
“The campaign is grounded in a simple but striking insight: Gen Z’s breaks are broken,” Qureshi says. “Instead of feeling refreshed (when reaching for their phones), half end up more stressed, distracted or sad. As the brand known for breaks, KitKat Canada saw an opportunity to help young Canadians reclaim the pause in a way that feels relevant, supportive and rewarding.”
