Nestlé Rowntree is launching its biggest ever marketing campaign for KitKat this month.
The £20m on-pack promotion kicks off on December 13 and gives consumers the chance to earn “KitKash” – a currency that can be used to bid for a range of rewards. These include cars, exotic holidays, electrical goods and exclusive passes to forthcoming film premieres, as well as a money-can’t-buy walk-on part in a TV show.
KitKash can be earned with every purchase of KitKat – for example, one Chunky equals 100 points.
Inside each wrapper is a code, which is entered into a personal online account, and is used to save and store KitKash . Consumers can use their KitKash to bid for rewards in an online auction.
Shoppers can also buy some rewards outright, including two for one on Eurostar tickets or £50 off a £500 holiday with Expedia.