KitKat stages Toronto security escort following European chocolate heist
· Toronto Sun
KitKat’s Canadian marketing team has turned the theft of 12 tonnes of its chocolate bars in Europe into a viral social media campaign that featured the streets of Toronto.
On Monday afternoon, KitKat Canada issued a “ hiring notice ” on its social channels looking for “professional security guards with big break energy” to join their team.
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“Candidates must have extensive experience guarding high-value, high-profile assets,” the request continued. “Must have a passion for taking breaks and preventing break-ins.
“Precious cargo needs protecting.”
They added that the company wasn’t taking any more chances.
KitKat bars stolen last month
By Monday evening, the chocolate maker shared a short video which began with headlines about a truckload of more than 400,000 special edition Formula 1 car-shaped KitKat bars that were stolen last month shortly after leaving it’s Italian manufacturing plant for a delivery to Poland.
The video then pivots to what appears to be a security detail standing around a KitKat delivery truck before clips of the vehicle is seen being escorted by U.S. presidential-style SUVs through downtown Toronto and onto the Gardiner Expressway.
“We take chocolate seriously around here,” the marketing team wrote alongside the video.
Instagram creator Shawn Molko said he saw the earlier post and thought nothing of it. However, he took a walk in downtown Toronto and filmed the truck being escorted by SUVs bearing mini KitKat flags on Yonge St.
“KitKat is taking no chances here,” Molko said jokingly . “This is presidential-level protection. Look at those black SUVs. Either they don’t want any more break-ins or they got Beyonce in that truck for an upcoming collab.”
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Turn news into marketing campaign
According to internet culture outlet Dexerto, KitKat said the staged security escort was part of a marketing campaign created by agency Courage to turn news of the chocolate heist into a humorous moment.
“Rather than relying on heavy messaging, we tapped into a distinctly Canadian sensibility,” Courage founder Joel Holtby told Dexerto . “No explanation needed: just a KitKat delivery truck, fully escorted as if it were high-value cargo.”
Stolen chocolates still missing
Despite the viral marketing campaign, there has been no update on the missing chocolates.
Nestle, which owns the brand, said on March 27 that a “truck transporting 413,793 units of its new chocolate range has been stolen during transit in Europe.”
The Swiss-based company said the theft may lead to a shortage of KitKats in stores.
“We’ve always encouraged people to have a break with KitKat,” a Nestle spokesperson said, referring to the confection’s catchphrase.
“But it seems thieves have taken the message too literally and made a break with more than 12 tonnes of our chocolate.”