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 postie leaves behind when they 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

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.

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

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.