KitKat grabbed attention by spoofing an everyday mailing.


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

Keep up to date

Don’t miss out on the latest news, research and creative inspiration. We’ll let you know as soon as new guides, reports and other resources are available.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you about our products, services and offers that might interest you. By clicking submit below you acknowledge that we may contact you by post, telephone, email and text message. If you DO NOT want to hear from us by any or all of these means, please tick the relevant box(es) below:

We may contact you by post
we may contact you by telephone
we may contact you by email
we may contact you by SMS
We may, on occasion, still need to send you important service messages. Royal Mail Group takes your privacy and security very seriously. For more details please read our Privacy Policy.