KitKat’s ‘Better Breaks’ campaign via VML London launches in Australia and New Zealand

February 5 2025, 9:30 am | BY Ricki Green | No Comments

KitKat has launched the ‘Better Breaks’ campaign in Australia and New Zealand. The campaign features the soundtrack ‘I Want to Break Free’ by Queen and was first released in the UK in 2024.

 

The Break Better campaign was created by VML London and directed by Randy Krallman via Smuggler. The campaign supports chocolate lovers in their pursuit of better quality breaks, without interruption.

The ad, which will be adapted for different countries across the globe, carries the same sentiment: KitKat wants you to have better breaks, and aims to inspire people to take a better-quality break, without interruption.

KitKat’s ‘Better Breaks’ campaign via VML London launches in Australia and New Zealand

In the advert, a man in a bustling office contends with a swarm of paperwork, sticky notes and office tech that cling to him like magnets. Against the backdrop of Queen’s iconic anthem ‘I Want to Break Free’ he walks out of the office in pursuit of a break. The day-to-day paraphernalia only drops to the floor once he opens a 4 finger KitKat bar and snaps it.

As we all navigate busy lives, breaks are more important than ever. However, new research conducted by the KitKat team via Human81 across different countries has shown that while people feel they take enough breaks, just 34% of shoppers say they often take quality breaks.

Whether people feel they have less control over their schedule, increasing time pressures, are busy multitasking, or are simply not able to switch off their minds; many are spending their breaks either distracted or interrupted.

Says Mel Chen, Head of Marketing Oceania, Nestlé Confectionery: “We’re all better when we break better. That’s why team KitKat want to champion better, uninterrupted breaks. We are excited to launch this KitKat Better Breaks campaign to support Aussies and Kiwis in their pursuit of good breaks, to come back refreshed. “Next time consumers hear the tune ‘I Want to Break Free’ by Queen, or see the new KitKat TVC, we hope you get inspired to take a proper break, free from distractions.”