This is what we did: We created a credible fake e-mail. Not from our advertising agency or an advertiser. But rather from someone from Amsterdam who had just taken a bite and, to his utter disbelief, saw Jesus appear in his KitKat. We then sent this e-mail on April 10, just before Easter, to the two largest Dutch news sites: www.nu.nl and www.telegraaf.nl. And added two photos as proof. And then we waited…for one hour…

The largest Dutch online news site: www.nu.nl picked up on the story immediately.

From that moment the story spread like wildfire. It appeared on news sites, blogs and communities. Dutch sites registered hundreds of thousands of visitors that viewed the report. Thousands of people responded. One foreign news site and blog after another covered the story in the days that followed. Within four days, the Jesus KitKat was on more than 150,000 sites.In most cases people made the connection between this Jesus sighting and the extremely well-known KitKat payoff.(Update - April 29: It’s now over 183.000 sites)