The creative agency fully exploited each media opportunity. In-cinema ads reminded people the movie didn’t have a break. Pillar ads by tills suggested people would need a break to decide what they were going to eat that night (given a trolley full of choices). Arrows pointing to the branded bench told shoppers a break wasn’t far away. Ads in trains/metro/boats engaged people in time-killing activities – a ‘spot the difference’ puzzle, a jumbled word riddle and an eye test.

Top of mind awareness rose to a record 28% during the campaign. Tracking analysis measured Kit Kat’s ‘preferred brand’ status at 30% (27% in 2002) and market share rose to 22.6%. In every respect, a fantastic return on investment. Nestle Portugal and MPG undoubtedly deserve to ‘Have a Break’.