KitKat Celebrates 70 Years of Taking Breaks

What does a break mean to you? A moment to lose yourself in a book, play an instrument, or simply sit back and enjoy the world around you?

For nearly 70 years, KitKat has been synonymous with the art of taking a break. Now, with Little Breaks, we're helping the brand celebrate the small, everyday moments that make all the difference.

Created by VML UK, the new campaign transforms the iconic KitKat logo into a canvas of hand-drawn illustrations, each one inspired by the ways we pause and recharge. The tiny, subtle details are hidden within the curves of the logo - waiting to be discovered by those who take a moment to look closer.

In a world of constant noise and endless feeds, Little Breaks stands out by doing less. Now live across the UK, it’s a reminder that sometimes, the simplest ideas are the most powerful.

Keep your eyes peeled for these beautifully crafted moments.

CREDITS

Client: Nestlé

Scott Coles - Managing Director, Confectionery UK and Ireland

Beth Lucas - Confectionery CMO

Stephanie Scales - Marketing Manager

Joanne Stericker - Senior Brand Manager

Hannah Boyle - Senior Brand Manager

Agency: VML UK 

Ryan McManus - Chief Creative Officer

Sanjiv Mistry - Executive Creative Director

Christopher Joyce - Creative Director

Zebedee Devey Waterhouse - Copywriter

Jasper McIver - Art Director

Jon Warner - Illustrator & Senior Designer

Sandra Hiralal - Lead Designer

Jacqui Stecher - Head of Art

Nick Firth - Lead Production Designer

Neil Godber - Executive Strategy Director

Jordan Adler - Senior Strategist

Tim Boxall - Managing Partner

Lizzie Alleyne - Business Director

Victoria Thorniley - Project Director

Matea Turkulin - Senior Account Manager

Animation: Jelly

Sue Loughlin - Head of Film

Tom Henneberry - Producer

George Coffey - Animator

Rachinta Platts - Animator

Jesse Collett - Animator

Media: WPP Open Mind