Biggest Kit Kat on-pack promotion

Nestle has launched its own version of Willy Wonka’s golden ticket with the biggest on-pack promotion for the Kit Kat brand. The campaign offers consumers 10 chances to win £10,000 by finding a red wafer, along with a golden ticket, inside a pack.

Available from 16 May, over 33 million Kit Kat packs will feature an on-pack flash on the 4 finger packs, chunky, Senses Caramel and 9 finger packs.

Graham Walker, Nestlé UK trade communications manager, says, “Kit Kat Break and Win follows a hugely successful year for the brand with total brand sales up 6%.”

The on-pack campaign is accompanied by an online version where consumers can enter an in-pack code on the website for a chance to win £100 to £10,000.