The Irish Times Group partners with Mindshare and Nestlé for Kit Kat’s ‘Breaks For Good’ campaign
This important campaign for KitKat highlights a programme that supports Nestlé’s ambition to transform its global sourcing of cocoa and to work to achieve full traceability and segregation for its cocoa products. Building on the Nestlé Cocoa Plan launched in 2009, the Income Accelerator Programme has been created to further address the challenges cocoa-farming communities face, with a clear focus on closing the living income gap of cocoa-farming families. At the same time, it strives to advance better agriculture practices and promote gender equality, empowering women as agents for positive change in their communities.
Speaking about the campaign, Shane Costello, Client Director, Mindshare, said:
“We were delighted to work with Nestlé and The Irish Times Group on KitKat’s Breaks For Good campaign. A mix of high-impact formats including Cover Wraps and consecutive pages in the Saturday Magazine made our campaign unmissable. The addition of native pieces created by the Content Studio team living online and re-purposed in print allowed us to drive awareness amongst The Irish Times Group’s readers on how the chocolate manufacturer is taking the concept of breaks doing good to a new level. We also plan to deliver further engagement with an interactive quiz, a first for The Irish Times Group”
Frazer Waters, Brands & Partnerships, The Irish Times Group, added:
“We are thrilled to be the publisher of choice for Kit Kat’s Breaks for Good campaign. Kit Kat’s objectives for this campaign were to drive awareness of Nestle’s Income Accelerator program. Through the power of storytelling created by our Content Studio team, innovation through our new ‘quiz’ offering, and high-impact formats that cut through ensures a campaign that connects to an environmentally conscious audience through a multitude of touchpoints.”
An example of the campaign can be viewed here
