Digital FMCG 2026
The KitKat Heist
Insight
It's not what happens to you, but how you react to it that matters.
Idea
When 12 tonnes of KitKat bars were stolen before Easter, don't hide it, turn the theft into a public mystery fans help solve.
Execution
KitKat announced the disappearance of 413,793 chocolate bars across its social channels, then launched a Stolen KitKat Tracker letting consumers check batch codes to identify potentially stolen stock.
Notes
Proof a supply chain crisis can become a brand's most engaging story of the year.