Nestlé aims to repeat 'enormous success' of Choose a Chunky Kit Kat campaign

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Nestlé is kick-starting the year with a second outing for its Choose a Chunky Champion campaign.

From next week, the company is rolling out four limited-edition Kit Kat Chunky SKUs - Mint, Coconut, Hazelnut and Choc Fudge - and, as it did last year, asking consumers to vote for their favourite, which will then become a permanent addition to the range. The launch is being supported with a £5m multimedia push.

Each flavour will be championed by ‘flavour heroes’, who replace the comedy actors that represented last year’s bars.

The confectionery giant is hoping to recreate what it described as the “enormous success” of last year’s push, which helped Kit Kat post 10% year-on-year growth to £118.5m [Nielsen 52 w/e 13 October 2012].

“It was the biggest confectionery singles event ever for Nestlé Confectionery, with more than 600,000 votes cast on Facebook and 11 million bars sold,” said trade communications manager Graham Walker. “Very importantly, it also drove penetration.”

The winning flavour will be unveiled by Nestlé on 15 March.

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