KitKat ‘World of Breaks’

Client: KitKat, Nestlé

Nestlé faced a challenge in the confectionery market, with retailers increasingly prioritising competitor brands over its key products. KitKat needed to reassert its position as the category leader by creating a trade experience that reignited retailer belief and brought its brand promise to life.

Historically, Nestlé’s trade show stands were functional but forgettable. At the 2025 National Convenience Show, KitKat set out to change that by creating an activation that truly embodied its iconic message – “Have a break, have a KitKat.” The result was the KitKat World of Breaks – an 8x8 metre immersive stand that transformed the trade floor into a playful celebration of the many ways people take a break. Visitors could relax in the Café zone with a barista coffee, sink into the oversized chair in the Home zone, or snap photos on the KitKat bench in the Park zone. The F1 gaming chair added a burst of energy and competition, ensuring every guest found their own break moment. Over 16,000 samples were shared and more than 3,000 qualified leads captured through QR sign ups, delivering a best-in-class trade experience that proved even at the busiest shows, there’s always time to have a break – and have a KitKat.