KitKat, the Nestlé Rowntree-owned snack brand, is scrapping its “Britain’s biggest break” campaign after two years and is investing &£10m in a new interactive promotion called KitKash. The scheme will be launched in mid-January with a &£3m support package.
Britain’s biggest break, which was introduced by former marketing director Andrew Harrison, is understood to have failed to make an impact with consumers. Industry insiders says people were not inspired by the scheme and that the brand did not see a sales increase as a result.
Nestlé Rowntree marketing director Neil Ducray admits that the promotion was beginning to wear out and that consumers want something new.
The scheme works by giving KitKat consumers a number of points inside wrappers, which they then enter into a website to win prizes, including Peugeot cars, trips to Paris on the Eurostar and Sky subscriptions.