J Walter Thompson creates campaign for Kit Kat

J Walter Thompson has created an above-the-line campaign for Nestlé Rowntree’s Kit Kat, which forms part of a &£6m marketing push aimed at encouraging consumers to take more breaks. On Friday March 21, Nestlé hopes to persuade the nation to stop whatever it is doing and take a 15 minute break for its campaign ‘Britain’s Biggest Break’. The television advertising, featuring actor Jason Statham, will break on February 26. Nestlé claims the new campaign is ‘subtle, cooler and more modern’ than the usual Kit Kat ads. Accompanying this will be outdoor activity and radio advertising, also featuring Statham, which Nestlé says will be the biggest single day investment in radio by any UK brand. Media buying is by MindShare.