Have a break. Have a KitKat. But this time… for real.
In Canada, KitKat is bringing new meaning to its iconic slogan by rewarding Gen Z to put their phones away. The chocolate brand just launched a campaign that invites young people to reduce their screen time in exchange for free KitKats delivered straight to their door.
Yes, you read that right. Less scrolling = more chocolate.
From June 1 to June 21, Canadian Gen Zers are challenged to lower their weekly screen time. For every 1% drop, they earn one finger of a KitKat bar, up to the full four if they go all in. Rewards go to the first 500 participants, making it feel part challenge, part limited-edition drop.
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Participation is intentionally low-lift, high-reward.
To enter, users simply post a screenshot of their screen time reduction in an Instagram Story, tagging @KitKatCanada and using the hashtag #kkpromotion. It’s a clever blend of accountability and virality, easy to do, impossible to ignore.
Behind the fun is a sharp insight:
According to KitKat’s own research, 95% of Canadian Gen Zers use their phones during breaks. Instead of making them feel bad about it, the brand is inviting them to take back their downtime, with a little chocolatey motivation.
The campaign is amplified by creators like @emily.the.recruiter, @eeannelee, and @brendanmikan, who are documenting their own efforts to “break better” and nudging their communities to do the same.
It also builds naturally on KitKat’s recent creative direction, which saw phones literally swapped out for chocolate bars in a series of playful visual metaphors.
In a world of doomscrolling, KitKat is trying to make breaks actually feel like breaks.
