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A week before Easter, a key sales moment for chocolate, KitKat faced a supply chain crisis: 12 tonnes of KitKat bars were stolen in transit. Rather than hide it, we released the story to capture the world’s attention.

Then we turned that attention into action. The Stolen KitKat Tracker, developed at speed and deployed at scale, empowered the world to become detectives, checking batch codes to discover if their KitKat was stolen. This response completely flipped a financial loss into an enormous gain. Encouraging purchase, reinforcing KitKat’s playful spirit, and cracking open the investigation.