KitKat has unveiled a new advertising campaign targeting consumers in Australia and New Zealand set to the iconic song 'I Want to Break Free' by Queen.

The campaign, titled 'Better Breaks', features a narrative centred around a man in an office environment who is overwhelmed by work. He finds solace and relief by taking a break with a KitKat bar. The campaign's objective is to encourage individuals to take more meaningful and uninterrupted breaks. It is being broadcast across multiple platforms, including television, Broadcast Video on Demand, online video, and out-of-home media.

Research conducted by KitKat in collaboration with Human81 highlights a gap in the quality of breaks taken by consumers. The study, which surveyed 1,000 confectionery buyers aged 18-30 in Brazil, France, the UK, India, and the Kingdom of Saudi Arabia in November 2023, revealed that only 34% of shoppers feel they take quality breaks.

Mel Chen, Nestlé Confectionery Head of Marketing Oceania, commented on the campaign's launch: "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."

Chen further stated, "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."

The campaign's strategic use of Queen's 'I Want to Break Free' aims to resonate with audiences, encouraging them to associate the song with the concept of taking a break.