KitKat launches first gaming campaign in Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 18 September 2020

KitKat is looking to reach the growing community of gamers with its first gaming brand campaign in Australia, Break Advised.

The push, created with agency Connecting Plots, builds on the brand’s Have a Break platform, encouraging gamers to step away from screens and break with a KitKat.

“KitKat has become synonymous with the self-rewarded break from everyday frustrations,” says Joyce Tan, head of marketing confectionery at Nestlé.

“With over 68% of Australians gaming and 80% of households having more than one gaming device, it’s only natural that some of these frustrations happen in this competitive environment.

“With this campaign we’re able to create greater relevance for the brand amongst this growing community and show how taking a break with KitKat might be the mental power-up needed to tackle the next level.”

In a first for Nestlé, the campaign is live out on Twitch, the world’s leading live streaming platform for gamers, as well as on YouTube.

“We love the challenge of creating work tailored to specific communities and emerging platforms; digging into insights and figuring out the nuances of the audience to make campaigns sing,” says Dave Jansen, creative partner at Connecting Plots.

“No one wants to seem like a dad at the disco, so the challenge was producing something gamers could easily and sincerely relate to.

“We identified the community-wide frustration of making mistakes during marathon gaming sessions, and dovetailed that with KitKat’s ‘have a break’ platform to create a relatable campaign that shows how KitKat’s commitment to breaks is as relevant online as it is in the real world.”

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