KitKat campaign calls on Canadians to share their snacking ritual

KitKat Canada is joining in on the long-standing debate around the best way to enjoy its iconic bar.

For its new campaign, #MyBreak, the brand is sharing a variety of “break techniques” and calling on Canadians to weigh in across social and beyond. 

“There's the timeless ritual of open, break, snap and enjoy, but there is no singular ‘right’ way to enjoy a KITKAT product,” said Riona Coller, marketing leader, everyday confectionery at Nestlé Canada, in a release. “Regardless of how you choose to have a break with KITKAT, the enjoyment is guaranteed, but it's your individuality that transforms these moments into something unforgettable. With the #MyBreak campaign, we're thrilled to showcase the diverse ways Canadians embrace their breaks with KITKAT.”

The campaign is slated to span digital, out-of-home (OOH), TV and social media platforms.

KitKat is offering one Canadian the opportunity to see their break ritual featured on street posters across the Greater Toronto Area this spring and win a prize package. 

During the week of April 22, in collaboration with social media influencers, eligible Canadians can snap a photo of their #MyBreak moment and tag @KitKatCanada on social media for a chance to win. 

Starting in April, the brand will roll out exclusive #MyBreak packaging at local retailers nationwide, with merch drops coming in June.

Watch the #MyBreak spot below: