Wunderman Thompson: Nestlé KitKat’s Have a Bite

KitKat wanted to ensure they meant as much to customers in 2021 as they did in 1957, when the famous "have a break" line first appeared.

To do so Nestlé and Wunderman Thompson reignited the debate around the correct way to eat a KitKat.

For a few years, the internet has shared some strong reactions to the more questionable ways people eat KitKats, with many passionate opinions merging across social media platforms.

The "official" ritual has always been to tear the pack, break off a finger, snap in half, and enjoy it, but, as the brand chose to stay out of the debate, the question only intensified: is it so wrong to actually just "have a bite?"

The Have a Bite campaign addressed the controversy, putting the iconic brand in the middle of a national conversation. Kicking off the debate were prominent TikTok creators, showing their innovative and intriguing ways to eat a KitKat.

Nestlé and Wunderman Thompson continued to test audiences with polls, a specially updated pack design and public conversations with other brands and celebrities.

Within 48 hours of being launched, the campaign gained national press, including a leading TV morning show, had 4.3 million views organically across TikTok and Instagram, and caught the attention of some very passionate KitKat fans with 70k+ votes in a heated twitter debate.