Kit Kat is taking a leaf out of Walkers’ book by inviting fans to vote for a new permanent addition to the Chunky range.
Echoing the crisp brand’s Do Us a Flavour campaign, Nestlé is launching Choose a Chunky Champion this Monday with the roll-out of four limited-edition SKUs (all rsp: 60p) supported by a £6m multimedia push.
Each flavour will be championed by a comedy actor: Orange by Rev’s lay reader Miles Jupp, White Choc by Fresh Meat’s lecturer Tony Gardner, Double Choc by PhoneShop’s Miranda Hennessy, and Peanut Butter (previously a limited edition) by Jason Lewis of MTV comedy show The Jason Lewis Experience.
Social media will play a major role in the push, targeted at 18 to 30-year-old men, who spend 30 minutes a day on Facebook, according to Nestlé.
Consumers will be encouraged to visit a dedicated Facebook page and will be in with a chance of winning a £100 cash prize after casting a vote for their favourite flavour. The SKU that has secured the most votes by 24 February will become a permanent part of the Chunky range.
In addition to online activity and TV, the campaign will include outdoor ads near retailers, which can prompt an average sales uplift of 25% [Posterscope out-of-home research 2011], plus ads on bus sides.
Geofencing activity is also being used so that consumers can be alerted to the campaign by phone as soon as they get within a certain distance of a participating store.
Sales of the overall Kit Kat brand have fallen 3.7% to £103m year-on-year [Nielsen 52w/e 1 October 2011].