News International’s daily tabloid The Sun is linking up with Nestlé Rowntree to run a Kit Kat supplement, in what is claimed to be a first for a confectionery brand.
On April 25 The Sun will offer readers a free Kit Kat Chunky. The paper will come with an eight-page spoof supplement written in The Sun’s house style. The deal has been brokered to coincide with Nestlé’s launch of “Kit Kat Breaking news” sales units, which are designed to encourage newspaper readers to buy confectionery.
According to Nestlé, only 17 per cent of people who buy a newspaper buy confectionery at the same time. The company wants to change this by siting the units near newspapers in shops.
Three teaser ads in The Sun, telling readers to look out for their free bar, are planned and the paper’s website will also promote the deal.
Nestlé sales communications manager Graham Walker says: “Retailers aren’t making the most of the opportunity to tempt shoppers to pick up confectionery with their newspaper.”
The move comes as Nestlé launches its Smarties brand in a can. From April 8, the sweets will be available in a container which looks like a miniature “in-flight” drinks can. This will complement, and not replace, the traditional packaging.