How do you eat a KitKat? Do you break off a KitKat finger and snap it in half first? Do you chomp into all four fingers? Do you nibble off the chocolate layers? Opinions vary.
When Wunderman Thompson asked social media, responses poured in. Some were very inventive. In fact, people may disagree about the best way to eat a KitKat, but KitKat doesn’t mind what you do, so long as you take a break to enjoy it.
The have a bite social campaign will be running until September 30, after it kicked off with prominent TikTok creators throwing their voices into the debate by showing how they have a bite, before screen legend, Michael Caton, added some magical fuel to the fire, with his version asking Aussies, “Is this wrong?”
In the first 48 hours of launch, the campaign gained national press including Sunrise, 4.3 million views organically across TikTok and Instagram and the attention of some very passionate KitKat fans with 70k+ votes in a heated Twitter debate.
@KitKat
Am I doing this right? 👀 #KitKat
@milligram96
what’s wrong, you look like you’ve seen a ghost 🍫 #rulebreak #kitkat #ad
@rybkatwinsofficial
Twins be like… 😅 Except the last one… 🧐😱🤯 #rulebreak #kitkat #gymnastics #acro #dancers #twins #sisters #twinsbelike #ad
To show that ‘other’ ways of having a bite are at least being entertained by the brand, KitKat is testing the waters with some limited-edition packs, on which the iconic snapping fingers are replaced with some of the different ways Aussies bite their KitKats.
João Braga, chief creative officer, Wunderman Thompson, commented, “As Australia’s favourite chocolate bar, we know that people have some serious love for the iconic treat, but we wanted to discover new ways to engage with the fanbase online. What better way to do this than by jumping into the heartfelt and passionate debate over the true, right and ‘correct’ way to eat a KitKat.”
Joyce Tan, Nestlé head of marketing, added, “We knew it was time to finally weigh in on the conversation regarding how to properly eat a KITKAT and acknowledge the weird and wonderful ways Aussies eat theirs. Teaming up with Wunderman Thompson, we were able to leverage the power of TikTok creators and iconic Australian actor, Michael Caton, to generate real-time conversation about the many ways that a KitKat is enjoyed.”
Credits:
Creative Agency: Wunderman Thompson
Chief Creative Officer: João Braga
Associate Creative Directors: Simon Koay & Steven Hey
Senior Copywriter: Steve May
National Chief Strategy Officer: Angela Morris
Senior Strategist: Carnelian Easton-Jones
Partner: Ana Lynch
Group Engagement Lead: Laura Hawdon
Client: Nestlé
Head of Marketing Confectionery: Joyce Tan
Marketing Manager, Chocolate: Jenna Nakou
Brand Manager, KitKat: Monique Ellis
UM (Media), Shuttlerock (Production – Social content), Poem (PR)
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