For a second year running, Nestlé has partnered with Virgin Holiday for the KitKat ‘Make a Break For It’ on-pack promotion, delivered by award-winning creative agency, ZEAL Creative.
Shoppers have the opportunity to win 1 of 10 £8,000 Virgin Holiday vouchers of holiday packages to Barbados, Antigua, Los Angeles, Orlando, Seychelles, Mexico, Maldives, Cuba, Miami & Hawaii.
Shoppers also have the opportunity to win 100 ‘Sun-believable’ travel merchandise by entering the unique code inside packs to the promotional microsite.
ZEAL has further developed this promotion to offer winners the chance to choose the prize design, including fully branded beach towels, travel wallets, luggage tags & reusable water bottles designed around 4 different holiday personalities: ‘Sunshine Lover’, ‘Thrill Seeker’, ‘Culture Vulture’ and ‘Epic Explorer’.
Sophia Huddlestone, Account Director at ZEAL Creative, says: “This time of year is typically a difficult trading period for confectionery, due to shopper’s New Year’s Resolutions driving them away from the category. Using our core shopper insight and our exclusive partnership with Virgin Holidays, we’ve created a stand out in this busy aisle, along with added value & increased relevancy to retailers. With this year’s evolved campaign, we’re driving sales during an historically quiet time of year and aiming for more in 2020!”
To educate shoppers & consumers on the promotion, the campaign is being supported by a £5 million activation budget. From shopper activation across major retailers, tags on KitKat® TV advertising, 6 sheets, social posts & digital media. The promotion is also being supported by Virgin Holidays on a range of their channels, from retail stores to social media touchpoints.
Those who have entered the code will also receive a 5% Virgin Holidays booking to be used on their next Virgin Holidays booking and can be redeemed in-store, by phone & online.
The core promotional period runs until 29th March 2020, and the promotion is available in all major & independent retailers.