Nestlé-owned KitKat has long been synonymous with taking a break, thanks to its iconic “Have a Break, Have a KitKat” campaign. Now, as the demands on our time and attention have grown even more intense, KitKat is stepping up its game with a fresh approach: the “Break Better” campaign, created in collaboration with VML.
The campaign is anchored by a 40-second film that retains KitKat’s signature humor while addressing the real challenges people face in taking quality breaks. New research from KitKat and Kantar across five markets reveals a gap between the number of breaks people take and their quality—only 34% of consumers report taking breaks that they consider high-quality.
In the latest ad, KitKat uses Queen’s empowering anthem “I Want to Break Free” to resonate with anyone seeking relief from the relentless pace of modern life. The ad follows an office worker overwhelmed by reminders and tasks, who finds solace and a genuine break only when he indulges in a classic four-finger KitKat. As he enjoys his break, the clutter and distractions fall away, emphasizing the brand’s timeless message: “Have a Break, Have a KitKat.”
Chris O’Donnell, global lead at KitKat, explained, “While KitKat has championed the importance of breaks for over 80 years, we recognized the need to connect with the pressures faced by today’s young people. Our goal is not just to advocate for taking breaks but to help people ‘break better’ and improve the quality of their downtime.”
The full campaign will be rolled out globally, beginning in the UK and expanding to Europe, Canada, and Australia. It includes TV, online video, out-of-home, social media, and influencer partnerships. These diverse channels will illustrate the campaign’s core message by highlighting how interruptions impact our breaks and showcasing how KitKat can provide a genuine moment of respite.
Tom Drew, Executive Creative Director at VML UK, commented, “Bringing this campaign to life across various platforms in a playful way has been a rewarding experience. It’s clear that the whole team is enjoying a well-earned, proper break!”
With its broad campaign reach and engaging content, KitKat’s “Break Better” initiative aims to inspire people to reclaim their breaks and enjoy truly refreshing moments of downtime.
Credits:
Client: Nestlé [KitKat]
VP & Global head of KitKat: Chris O’Donnell
Global Strategic Marketing & Communications Lead, KitKat: Wael Jabi
Consumer Insight Specialist: Laura Pass
Agency: VML UK
Global CCO, Innovation: Bas Korsten
Chief Creative Officer: Ryan McManus
Executive Creative Director: Tom Drew
Creative Team: Will Simpson & Rowan Hopkins
Creative Team (OOH): Niraj Zaveri & Justin Ebert, David Adamson & Richard Prentice
Senior Copywriter: Rick Ardito
Global Chief Strategy Officer: Neil Dawson
Chief Strategy Officer, EMEA: Anna Vogt
Strategy Director: Dan Tendler & Joao Caputi
Strategist: Feranmi Akintola
Global Client Lead: Inge Selawry
Network & Operations Lead: Loren Hargreaves
Managing Partner: Tim Boxall
Business Director: Vicky Marlow
Senior Account Manager: Keara Voigt
Project Director: Katie Oldfield
Senior Project Manager: Hayley Langton
EMEA Chief Social Officer: Christina Miller
Social Media Managers: Sarah Whiley & Julia Strong
Production: Hogarth
Global Client Managing Director: Marina Klug
Business Director: Louise Smith
Account Director: Alexandra Parker
Senior Producer: Manuela Franzini
Production Assistant: Abraham Elton
Post Producers: Rachel Archer, Annika Gustavsson & Alex Plantin
Audio: Sam Cross
Grade: Ben Rogers
Flame & VFX: Mark Beardall, Ozgur Yigit, Ksenia Usenko, Parry Lam
CGI & Senior 3D Artists: Jason Martine, Chris Barralet
CGI Supervisor; Andrew Gould
Motion Graphics: Luis Pedro
Editing: Matt Pochettino @ Marshall Street Editors