KITKAT
KITKAT whips up a recipe for success with Idea ads
With Idea ads, KITKAT showcased its Easter product line in a whole new way by turning KITKATs into fun recipe ingredients.
Chocolate lovers around the world have been taking a break with KITKAT for generations. With the launch of their new seasonal products, KITKAT Bunnies and KITKAT Hide Me Eggs, KITKAT wanted a creative way to showcase the Easter treats. Partnering with Pinterest, they were able to creatively position KITKAT products as fun ingredients for seasonal recipes.
The tasty creative worked, driving awareness and purchase intent with those who were looking for chocolate and baking ideas—and even those who weren’t even thinking about it at all.1
11%
lift in product awareness1
11%
lift in purchase intent from those who weren’t even planning to bake with chocolate1
Recipe for Success
While KITKAT is not typically a recipe product, the brand took its cue from Pinterest’s focus on creativity and inspiration to show people how they could transform KITKAT Bunnies and KITKAT Hide Me Eggs into a seasonal dessert. This strategy took the chocolate out of its packaging and into the kitchen, opening up new possibilities for the beloved treats as the launchpad for a holiday baking activity—inspiring bakers and non-bakers alike.
With this imaginative approach, KITKAT became the first food brand to test out Pinterest’s new Idea Ad format in Canada, which resulted in 3x higher engagement rate.1
With the focus on a seasonal moment, KITKAT was able to broadly reach Pinners in a new context, which delivered exciting results by driving awareness and purchase intent for not only the people who were actively planning for Easter, but also those who were still undecided on their holiday plans. By keeping targeting broad (A18+), KITKAT discovered new audiences and drove strong lift in awareness across age demographics, setting a new baseline to always stay broad with chocolate.1
By positioning KITKAT’s holiday products as a fun element in a holiday baking project, KITKAT’s Pinterest ads grabbed attention and shifted product awareness and purchase behaviour across all adult demographics.1
The campaign resulted in a 12% lift in purchase intent from people who were undecided on buying chocolate for Easter, as well as a 11% lift in purchase intent from those who weren’t even planning to bake with chocolate for the holiday.1
“
Pinterest has established itself as the go-to platform for people in search of inspiration, so it was the perfect place to showcase our exciting new KITKAT seasonal products. By partnering with Pinterest, we were able to effectively reach baking & food enthusiasts but also consumers who weren’t planning on baking with chocolate for Easter, which really speaks to the power of the platform.”
Andrea Lawlor,
Digital Media Manager, Nestlé Canada
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Keep targeting broad to maintain effectiveness/efficiency and discover new audiences.
Aligning your product to seasonal moments to inspire Pinners with new products and new use-cases.
Use a variety of ad formats and messaging to make your product actionable and show off its versatility.