In January 2012, Kit Kat chocolate launched its most innovative confectionery campaign to date ‘Choose a Chunky Champion’. For many years consumers have enjoyed having a say in what happens in their favourite TV shows and more recently expect a say in the future of their favourite brands. In light of this Kit Kat turned to crowdsourcing to choose the next permanent flavour extension in a confectionery first.
Four limited edition chocolate bars, Kit Kat Chunky Orange, Kit Kat Chunky White Choc, Kit Kat Chunky Double Choc and Kit Kat Chunky Peanut Butter went head-to-head to be crowned the ultimate Kit Kat Chunky flavour to gain a long term place on the confectionery fixture in the UK and Ireland.
While Facebook formed the hub of the campaign, the support campaign pioneered new technologies in order to maximise consumer engagement, including two media firsts.
Consumers could vote not only on Facebook but via their mobiles, on Xbox and also using Blippar in the World’s first augmented reality vote. The campaign also targeted consumers within proximity of stores in order to maximise the impulsive nature of confectionery and also featured live voting updates shown within key ITV spots, another media first for Kit Kat.
Following a huge amount of interest and participation from the public, Kit Kat Chunky Peanut Butter has been announced as the Nation’s Chunky Champion.
Brett Stephenson, Senior Brand Manager for Kit Kat commented, “With consumers increasingly wishing to influence the future of their favourite brands, the ‘Choose a Chunky Champion’ campaign really resonated with the public, who were very vocal about which flavour they believed should win on Facebook. With over half a million votes this was the biggest form of market research we have ever conducted. With sales exceeding expectations, stocks were at a premium before the closing date, so we expect a lot of demand for the Peanut Butter Chunky when it makes its grand return.”