The promotion runs from 1 February until 29 March across KitKat 4 Finger and Chunky singles, multipacks and 2 Finger biscuit packs.
Consumers can enter online via the on-pack code, with personalised messages and photos from winning entries printed onto a unique KitKat wrapper. A KitKat 4 Finger Milk will be produced in the KitKat’s York factory and posted out in gift boxes to the recipients.
Nestlé Confectionery’s business unit head, KitKat and biscuits, Haseeb Rahman, said: “This promotion taps into the current trend for personalisation, giving consumers the chance to win a personalised KitKat 4 Finger pack for themselves or to give to a friend or loved one.
“Retailers looking to maximise sales should be sure to stock up as soon as possible to ensure consumers can’t miss promotional packs when the media campaign launches and awareness is at its highest.”
More than 55,000 printed personalised packs will be up for grabs.
The launch will benefit from £1m media spend across digital and social media. It follows Nestle’s KitKat promotion last year in collaboration with Google using its “Have A Break” theme whereby consumers could watch YouTube videos by scanning QR codes on packaging with smartphones. A previous limited edition run featured variations of that strapline including Sporty Break, Lunch Break, Office Break and Me Time Break.
Adding photos to packs is an interesting step for personalisation and digital printing following successful text-based campaigns from likes of Marmite and Coca-Cola.
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