Kit Kat®: Kit Kat Thief

Hunter Jobbins, a Kansas State freshman, found a scribbled note on his car: “Saw Kit Kat in your cup holder. I love Kit Kats so I checked your door and it was unlocked. Did not take anything other than the Kit Kat bar. I am sorry and hungry.”

Following one tweet from the victim, Ketchum created an earned win for the client. Within 48 hours, we packed his five-seater with 6,500 candy bars to give everyone on campus a Kit Kat break. The idea earned 1,250 stories and generated 642.7 million media impressions in one week – all for a modest $12,000 budget. This nimble campaign helped Hershey achieve a $37.6M sales growth.

awards
  • 2017 Bronze Anvils Award of Excellence
  • 2017 Bronze Anvils Award Winner