KitKat enters the political race with The Breakers Party in new campaign via J. Walter Thompson
The launch of new mock political party, The Breakers Party, is at the heart of a new KitKat campaign via J. Walter Thompson Sydney, harnessing the value of taking a break with KitKat, in the lead up to the Federal election.
Launching this week, the multi-faceted campaign reinforces KitKat’s long term “Have a Break” proposition. A fully integrated campaign has been developed using online video content, TV, Social (#JoinTheBreakersParty) and an on pack promotion (including Shazam integration), encouraging Australians to take action for a chance to become one of five official Breakers Party Ministers and win the break of a lifetime with KitKat.
Jay Morgan, group digital creative director, J Walter Thompson Sydney said the client’s brief was to celebrate the breakers of this nation and create more breaks for all.
Says Morgan: “As a nation we’re over worked, under holidayed and in need for a break from politics. The Breakers Party is a political party with only one mission: to bring the people of Australia more breaks.”
The campaign is spearheaded by enigmatic leader of The Breakers Party, Dale Jeffries, who joins social to comment on trending topics and 
spread the Party’s point of view of more breaks for all.
Twitter is also used to support the Breakers Party online video content, pushed out via Facebook, YouTube and pre-rolls throughout the campaign. The online content, including a longer hero piece, smaller prize-related videos and a range of social content, will drive engaged audiences to The Breakers Party landing page encouraging consumers to ‘Join the Breakers Party’ and capturing entries to the promotion.
Says Chris O’Donnell, head of marketing, Nestle Confectionery: “Nestle is very excited about this campaign as we know it will be an effective way to resonate with KitKat fans and bring some fun into their breaks. We are looking forward to presenting a lighter side of the political conversation and to watch how well Dale and his Breakers Party poll against competing party heavyweights.”
The campaign also introduces five brand new pack designs – one for each minister in The Breakers Party – which use a unique Shazam entry mechanic to automatically direct consumers to The Breakers Party website. There they have the chance to win one of five ultimate breaks and become the Minister of Sports, Technology, Shopping, Music or Travel breaks.
The Breakers Party campaign runs until the end of June.
Agency: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Group Digital Creative Director: Jay Morgan
Copy Writer: Giles Clayton
Art Director: Simon Hayes
Director: Josh Logue
Producer: Paul Friedmann
Editor: Kel Gronow
Online: White Chocolate
Sound and Music: Smith & Western
Group Account Director: James Tracy-Inglis
Account Executive: Jess Kaye
Head of Insights: Andrew McCowan
Integrated Planner: Carly Yanco
Nestle
Head of Marketing: Chris O’Donnell
Marketing Manager Chocolate: Joyce Tan
Brand Manager: Natasha Mullick
Media Buying done by MEC
10 Comments
All these cuts and camera tricks must be a silent cry for help from the creative department.
“we swear this idea started off way better then it’s ended up. Don’t judge us!”
JWT and Kit Kat hit an all time low, and thats special for a team that has delivered many lows over the past few years..
Been done, love.
Give me a break. Literally.
Don’t subject us to this rubbish.
Quit your bitching. This is miles better than anything the brand has made in ages.
Anyone who’s worked on Nestle can attest to the fact that the creative team were probably pummelled within an inch of their lives trying to keep the idea alive.
The fact that they even got this up is damn impressive, but beyond that, it’s funny. Nice one, guys.
Nice one, Josh! The Milky Bars are on you…
was funny.
Just dreadful. This and the peg thing and it’s all looking a bit directionless…