Nestlé plans new KitKat promotion

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 suppo

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here