To communicate the chunkiness of Kit Kat Chunky and drive trial, we created a mailer that looked just like the card postmen leave behind when they’re unable to deliver a package. The real card often states that the package couldn’t be delivered because it was ‘too big for your letterbox’. Our tongue-in-cheek card claimed that we couldn’t deliver a Kit Kat Chunky because it was ‘too chunky for your letterbox’. Recipients were directed to collect their free Kit Kat Chunky from their local newsagent.
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