KitKat Reminds Dedicated Hobbyists to Have a Break

Nestlé snack brand KitKat wanted to reinvent its famous creative message to show how even the most intricate and demanding hobbies are better if you occasionally ‘have a break’. They teamed up with Airfix for a ‘narrowcast’ campaign working with YouTube influencers and supported by press ads and OOH posters.

The two brands joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire. It added a sealed KitKat into the kits mounted on a 3D-printed plastic ‘sprue’, which also incorporates the famous 'Have a Break' message. An additional step was even inserted into the instruction booklet telling the hobbyists exactly when to open the bag (as Step 38), take out the snack and enjoy their break.