Magazine article Marketing

Kit Kat Makes Pounds 6m Call for 15-Minute UK Break

Magazine article Marketing

Kit Kat Makes Pounds 6m Call for 15-Minute UK Break

Article excerpt

Nestle Rowntree is encouraging the entire UK population to take a 15-minute break from work next month in its biggest ever promotional campaign for Kit Kat.

The company is investing pounds 6m in 'Britain's Biggest Break' to get the brand talked about across the UK.

Marketing, which includes a TV ad starring British actor Jason Statham, will try to persuade the entire UK population to stop what it is doing for 15 minutes at 3pm on Friday March 21. Created by J Walter Thompson, the TV spot broke yesterday (Wednesday).

Nestle claims the activity will include the biggest ever single-day spend on radio by one brand, one in ten of the UK's billboards, and two major promotions, including the first corporate tie-up for The Sun since Rebekah Wade became editor.

A deal with H Bauer's Take a Break magazine will reinforce the campaign theme, and Nestle has also struck a deal with talkSPORT to play music for the first time in its history at the crucial moment. …

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