Nestlé International Travel Retail (NITR) has underlined the role sustainability plays in the future of its key brands in travel retail, notably through its Breaks for Good campaign and related initiatives.
The first KitKat made with cocoa sourced from beans grown by families engaged in Nestlé’s Income Accelerator Programme launched in European travel retail earlier this year. KitKat is the first global chocolate brand to use 100% sustainably sourced cocoa through the Nestlé Cocoa Plan and its collaboration with Rainforest Alliance, the company said.
This latest KitKat offering is a key element of the Breaks for Good campaign and seeks to underline the company’s strong sustainability credentials, through standout ‘Breaks for Good’ lettering on the pack and a bold Sustainably Sourced Cocoa stamp.
A QR code encourages travelling consumers to discover Nestlé’s Cocoa Plan, further details on the programme and its impact on the lives of cocoa-farming communities.
KitKat’s famous ‘Have a Break, Have KitKat’ slogan was inspired by the idea that taking a break is important for mental and physical wellbeing. Breaks for Good takes that concept a step forward as the initiative aims to improve the lives of the cocoa farming families.
NITR said the creative brand message has struck a chord with partners in travel retail and travelling consumers – especially those in the increasing-important Gen Z demographic – and KitKat Breaks for Good is featured in high-profile promotions in selected airports across the globe.
NITR Marketing Manager Aura Sanchez said: “To date, 2024 has been quite the year for KitKat. As a leading brand in the confectionery category, KitKat remains a consistent favourite for travelling consumers of all ages.
“It appeals to all category segments: self-treating, sharing, gifting and now, with a special message to share, it has taken on another role in travel retail as a sustainability leader.
“Our partners in travel retail have welcomed that role with open arms, ready and willing to develop and execute promotions and marketing campaigns which are fun, attention-grabbing and have a strong message to share.”
KitKat has taken centre stage in the Emotion campaign managed by leading travel retailer and food & beverage player Avolta. The 360-degree campaign, which touches on all parts of the travel journey, aims to bring brands to a claimed audience (through Avolta) of over 2.3 billion potential customers across 75 countries. NITR noted that “Emotion looks to enrich the passenger’s journey based on experience and innovation, with a focus on customer/brand engagement and an increase in brand impact and relevance”.
Along with in-store activations, it includes extensive social media campaigns, which complement those featured by both Nestlé and KitKat, and Avolta’s Reserve & Collect service and Red by Dufry loyalty programme.
KitKat has featured in-store and online with catchlines including ‘Bring Home an Exclusive through Emotion’ and in collaboration with leading travel retailers in the UK, Europe, Mexico (with Cancun Duty Free/Avolta), Asia and the Middle East, including a successful campaign with Kuwait Duty Free (Avolta).
Online and in-store promotions, including those at London Heathrow and London Gatwick (also with Avolta), have spotlighted the exclusivity that travel retail can offer. KitKat is at the forefront of this drive, with featured products including the KitKat Travel Edition Mixed Chocolate Sharing Pouch, and bestsellers KitKat Chunky Mini Pillow Bag, Mini Snack Bag and Mini Travel Sharing Bag, along with the latest KitKat Breaks for Good line.
KitKat Mini Moments Lotus & Milk (195.6g) is already popular with Gen Z travellers, said the company, as are KitKat Senses Cookie Dough and KitKat Destination Gift Packs which target both gifting and Sense of Place. These have featured in promotions in key markets including Singapore, Thailand and Dubai, with Mumbai to follow in October.
Highlighting the brand’s focus on sustainability, Sanchez said: “The launch of the first Breaks for Good KitKat was well timed this year as travelling consumers and retailers up their own focus on brands and products which ‘walk the talk’.
“NITR and KitKat have put actions to their words, making substantial efforts to not only improve their products and meet the demands of today’s consumers, but also encourage other brands and retailers to do the same,” said Sanchez. “We could not be happier with the partnerships we have in the global travel retail channel. Our collaborations are stronger than ever with KitKat’s Breaks for Good campaign clearly demonstrating the power of a consistent brand message.”
