KITKAT Embraces the Timeless Debate of How Do You Break?

KITKAT Canada is embracing a wave of nationwide social buzz as close to our hearts as it is to our stomachs, with its latest campaign, #MyBreak. Fuelled by passionate discussions among Canadians on the ‘right’ way to enjoy the iconic bar, the brand is leaning into the debate to highlight the variety of break techniques, from the wild and wacky to the downright weird. With a dedication to crafting moments that ignite inspiration and celebrating the unique ways Canadians enjoy their KITKAT, #MyBreak champions individuality like never before. But the conversation doesn’t end there - KITKAT Canada invites Canadians to weigh in (and win!) across social media and beyond. So, how do you eat your KITKAT?

For over 85 years, KITKAT’s signature crispy wafer and milk chocolate bar have fuelled public debate on how to best enjoy the beloved bar. Still, as their diverse range of products expands to innovative offerings like KITKAT Pops, KITKAT continues to push the boundaries on what it means to break your way.

“There's the timeless ritual of open, break, snap and enjoy, but there is no singular ‘right’ way to enjoy a KITKAT product,” says Riona Coller, marketing leader, everyday confectionery at Nestlé Canada. “Regardless of how you choose to have a break with KITKAT, the enjoyment is guaranteed, but it's your individuality that transforms these moments into something unforgettable. With the #MyBreak campaign, we're thrilled to showcase the diverse ways Canadians embrace their breaks with KITKAT.”

To launch the campaign, slated to span digital, out-of-home (OOH), TV and social media platforms, KITKAT is offering one creative Canadian the opportunity to see their break ritual featured on street posters across the Greater Toronto Area (GTA) this spring, accompanied by an exclusive KITKAT prize package. During the week of April 22nd, in collaboration with prominent Canadian social media influencers, eligible Canadians can simply snap a photo of their #MyBreak moment and tag @KitKatCanada on social media for a chance to win. Consumers are encouraged to showcase their individual KITKAT snacking styles, whether they are quirky, fun, or downright unconventional.

In addition, consumers will also have the chance to snag KITKAT products with exclusive #MyBreak packaging, featuring a variety of break techniques, in chocolate sections of their local retailers nationwide starting this April. The brand will also be rolling out exclusive merch drops this June, spotlighting some of the most inventive breaks here.

Join the conversation and share how you break with #MyBreak.