MEET JOE THE MUG!
KITKAT is a winning brand with a total brand value of £190million**, so it’s no surprise that KITKAT is the number one confectionery brand in foodservice^. Consumers are particularly fond of the chocolate covered wafer alongside their tea or coffee. In fact KITKAT is the number one brand to have with a hot beverage, with 12% of KITKAT occasions featuring a hot drink it’s safe to say consumers are keen to ‘Have a break, have a KitKat’†.
We know tea and coffee breaks are a quintessential part of our working day and with an average of 12 cups of coffee being consumed at work each week, there is great potential for more breaks to include KITKAT^^.
To celebrate this link, KITKAT is introducing a new character to consumers: Joe the Mug. Joe is a mug looking for the perfect partner to spend his drinks break with and will feature in a new media campaign as well as an on pack.
This promotion will give KITKAT consumers the chance to win one of 50,000 Joe the Mugs. Each mug has a face on one side and when hot water is added a message from KITKAT on the other side of the mug reveals Joe’s favourite kind of break. A code found on the inside of each promotional KITKAT wrapper can be entered online to discover if it’s a winner. There are 50,000 mugs to be won*, across 8 designs.
You may have already seen the new £1 million social and media campaign to support the ‘Joe the Mug’ activity which runs from January - March. What’s more, KITKAT brand advertising will also be on TV and in cinemas during this time as part of a £2.2 million campaign. This is expected to be seen by 80% of the brand’s target audience at least six times.
As the foodservice arm of Nestlé, we are taking Joe the Mug on tour to several contract catering customers during February and early March and giving consumers the opportunity to have a break, have a KITKAT with us. For more information on this exciting campaign and how we will be enjoying breaks with our customers and consumers, read our article.
Stock up now on KITKAT Chunky and KITKAT Four Finger and capitalise on this coffee and KitKat link campaign to help increase sales and give your consumers a chance to win one of the eight Joe the Mug designs!
Stock up now
For further information about the retail campaign or if you’d like to find out how to win
Joe The Mug follow the link below.
*UK, IoM, CI & ROI. 18+. Closes 31.08.18. Internet access required. No purchase necessary in NI. T&C’s apply. See promotional packs for details.
**IRI CSV data to 02.12.17
^OOH delivered wholesale sales out value data to 25.03.17
†Kantar Worldpanel, 52 w/e 21 May 2017 (12% of KITKAT occasions feature a hot beverage.)
^^11.9 cups at work-ref – Kantar 2016