Nestlé Rowntree is replacing last year’s ‘Britain’s biggest break’ Kit Kat campaign with a new scheme called KitKash.
Promotional packs hit shelves in the middle of next month as part of a £20m drive.
The on-pack push will give consumers the chance to earn ‘KitKash’, a currency that can be used to bid for a range of rewards including cars, holidays, electrical goods and even a walk-on part in a TV show. Participants will also be able to keep a tally of their account online.
Set to run for 12 weeks, the campaign will be backed by an “extensive media campaign”, said promotions manager Yvonne Richardson.