KITKAT’s ‘Make a Break For It’ on-pack promotion is back and this year it’s set to be bigger and better than before.
This year KITKAT has partnered with Virgin Holidays to offer x10 lucky winners the chance to win a luxury holiday (worth up to £8,000 each) to even more exotic destinations such as Hawaii, Antigua, Cuba, the Maldives and Barbados. There are also 100 sun-believable prizes to be won every day during the promotional period with new and improved prizes including branded water bottles, beach towels and luggage tags.
What’s more, this time round there will be no losers in the promotion, as those who haven’t won a prize will still receive 5% off at Virgin Holidays.
Stock of promotional packs is available now and the promotion itself will be live from 3rd February 2020, on formats including consumer favourites KITKAT 4 Finger, KITKAT Chunky and KITKAT 2 Finger.
With one third of all beach holiday bookings made in January and February, we know that consumers are dreaming of getting away from the cold British winter. Therefore, the chance to win one of ten amazing holidays by finding a lucky holiday bar is certain to be hugely appealing. Indeed, when the promotion launched for the first time in 2019, KITKAT made the biggest contribution to category growth in the first 12 weeks of the promotion, delivering £7 million of the £44 million growth, which equals 16%.
The promotion will benefit from a £5 million media campaign which will launch in February and will include 6 sheet posters, social, digital media and shopper activation. The social media will create excitement around the promotion, as it challenges consumers to join the hunt to find these incredible winning packs. Plus, there will be a specific ‘Make A Break for It’ tag featured on generic KITKAT brand TV advertising across February.
The ten holiday prizes are available to be won instantly by purchasing a promotional pack of KITKAT and finding a Lucky Winning Bar and winning ticket inside. The special winning chocolate bar will feature the name of the dream holiday destination written on it, providing a fun and exciting way for consumers to discover their prize. The 100 sun-believable prizes can be won every day by entering online the unique promotional code found inside packs to discover instantly if they are a winner.
 Source: IRI Everyday Chocolate & CBBs Absolute Value Change 12wk 23Mar19 vs LY All channels inc. discounters