No wrong way to eat a KitKat in new social campaign via TikTokers

Nestlé chocolate brand KitKat has launched a social campaign via Wunderman Thompson. The ‘Have a Bite’ campaign is a twist on KitKat’s longstanding brand platform ‘Have a Break’.

The campaign rifts on the idea that there is no correct way to eat a KitKat, with TikTok users @rybkatwinsoffcial and @milligram96, who is known for her impressions of Australian teachers, included in the campaign.


what’s wrong, you look like you’ve seen a ghost 🍫 #rulebreak #kitkat #ad

♬ original sound – Millie Ford

Using the “POV” TikTok trend, the video sees user @milligram96 act as a teacher who has been interrupted during her staff room break, consuming a KitKat chocolate bar. The video currently has, at the time of writing, 2.1 million views.

Another social spot sees Australian actor Michael Caton, who featured in KitKat’s June campaign, bite into a KitKat bar on KitKat’s official TikTok account, before asking: “Is this wrong?”.


Am I doing this right? 👀 KitKat

♬ original sound – Sponsored Content

Wunderman Thompson chief creative officer, João Braga, said: “As Australia’s favourite chocolate bar, we know that people have some serious love for the iconic treat, but we wanted to discover new ways to engage with the fanbase online. What better way to do this than by jumping into the heartfelt and passionate debate over the true, right and ‘correct’ way to eat a KitKat.”

Nestlé head of marketing Joyce Tan, added: “We knew it was time to finally weigh in on the conversation regarding how to properly eat a KitKat and acknowledge the weird and wonderful ways Aussies eat theirs.

“Teaming up with Wunderman Thompson, we were able to leverage the power of TikTok creators and iconic Australian actor Michael Caton to generate real-time conversation about the many ways that a KitKat is enjoyed.”

According to Wunderman Thompson, the campaign received 4.3 million views organically across TikTok and Instagram within 48 hours of its launch, as well as over 70,000 responses to Twitter polls on KitKat’s Twitter. The campaign was also featured on Seven’s breakfast program Sunrise.

The campaign will run until 30 September.


Creative Agency: Wunderman Thompson
João Braga, Chief Creative Officer
Simon Koay, Associate Creative Director
Steven Hey, Associate Creative Director
Steve May, Senior Copywriter
Angela Morris, National Chief Strategy Officer
Carnelian Easton-Jones, Senior Strategist
Ana Lynch, Partner
Laura Hawdon, Group Engagement Lead

Client: Nestlé
Joyce Tan, Head of Marketing Confectionery
Jenna Nakou, Marketing Manager, Chocolate
Monique Ellis, Brand Manager, KITKAT

Media: UM

PR: Poem

Production – Social content: Shuttlerock


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