Nestlé Professional

Released 19/02/2010

Kit Kat launches ‘Perfect Break’ 2010

Nestlé Professional has launched this year's Kit Kat ‘Perfect Break' campaign (www.kitkat.co.uk/perfectbreak) running in the out of home and retail markets, which the brand hopes to see continue its most successful promotion to date.

During last year's promotion, Kit Kat sales increased by a 19% and this year the company expects growth to be even higher there is a ‘Perfect Break' to take in every pack.

With a media spend of £4.4m, the campaign will be lead by a new TV ad from 22 February, highlighting prizes available through promotional packs of Kit Kat 4 Finger Milk, Kit Kat Chunky Milk and Kit Kat Senses. This forms part of the £25m media spend on the brand in 2010.

Customers can check instantly what they have won by entering the unique code inside promotional wrappers online or by texting it in. The 10 top tier prizes are worth £10,000 each and winners can choose their own ‘Perfect Break'. Second tier winners get money off breaks at lastminute.com.

Neil Stephens, MD, Nestlé Professional, said: "In 2009 Perfect Break delivered record growth for KIT KAT. For 2010, the promotion is not just benefiting from increased media spend and heightened on-pack presence but a reward will be offered to all customers. The opportunity for increased brand awareness following this activity will drive uptake in the out of home market with customers cashing in on prizes.

"Research shows competitions encourage lapsed users to re-engage with a brand and by building on the success of 2009's Perfect Break, Nestlé Professional will attract even more customers to KIT KAT with its highly motivating instant win mechanic. What's more, insight shows that good consumer promotions gain momentum with age - in the second year of a promotion the participation rate is expected to increase by 42%."

The closing date for final entry of codes is midnight on 20 December.

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