Tesco and OpenMind drive evening indulgence for KitKat

Client: Nestlé UK

Historically known as a midday solo snack, Nestlé knew that to launch KitKat Blocks, it needed to shift shopper perceptions towards sharing and create a new evening indulgence ritual. Working in collaboration, Nestlé, Tesco Media, and OpenMind created a first-of-its-kind campaign that redefined what retail media can achieve: more consumer touch-points than any other retail media campaign in the UK, ever, with audience data flowing from the earliest touchpoint to the last.