When KitKat Chunky wanted to drive trial of their new product they knew they had to convince people of its difference – its true ‘chunkiness’.
They mailed a postcard that copied the notification card that the postman leaves behind when he can’t deliver a package – often because it was too big for you letterbox. In the spoofed version this was because a KitKat Chunky was ‘too chunky for you letter box’. Recipients were directed to their local newsagent to collect their package – a free KitKat Chunky.
An astonishing 87% recipients went to their local newsagents to collect their KitKat Chunky.
Source: KitKat - D&AD 2012
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