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KitKat Reminds Dedicated Hobbyists to Have a Break

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KitKat teamed up with Airfix models to remind hobbyists to have a break via Wunderman Thompson UK

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.

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Wunderman Thompson

Chief Creative Officer: Steve Aldridge

Executive Creative Director: Lucas Peon

Global Creative Director: Jason Berry

UK Creative Director: Jo Wallace

Creative: Jeremy Little

Creative: James Hobbs

Designers: Xavier Segers, Rob Joyner and Dee Harrop

Business Director: Paul Kirkley

Associate Business Director: Sam Brooks

Account Director: Chris Braks

Account Manager: Ben O’Neill-Gregory

Senior Producer: Joseph Bassary

Social Media Specialist: James Treen

Product Designer: Chris Savage


Marketing Director: Alex Gonnella

Marketing Manager: Cheryl Allen

Senior Brand Manager: Jemma Handley

Community Manager: Alex Reay

Community Manager: Sophie Drury


Senior Brand Manager: Darrell Burge

Brand Manager: Sally Donald

Categories: Food, Sweet

Wunderman Thompson London, Wed, 15 Jan 2020 15:06:13 GMT