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Library/Campaign/KitKat (Nestlé): The KitKat Heist
Grade B20 sourcesHIS-00387

KitKat (Nestlé): The KitKat Heist

Campaign · 2026 · Notable

52Editable slideCertificate

KitKat’s heist statement reached 144.7 million views on X as brands posted parody replies.

KITKAT

@KITKAT · Mar 29, 2026

Regarding recent press coverage

392.7K16.1K
Original · @KITKAT
Clip · @garron_music on TikTok

Domino's Pizza UK

@Dominos_UK · Mar 30, 2026

220.6K2.6K
Post · @Dominos_UK on X

KITKAT

@KITKAT · Mar 31, 2026

how was it??

21610
Post · @KITKAT on X

KITKAT

@KITKAT · Apr 1, 2026

Help us find them. Use the Stolen KitKat Tracker. Link in bio.

113.4K6K
Post · @KITKAT on X

Ryanair

@Ryanair · Mar 30, 2026

KITKAT@KITKAT

Regarding recent press coverage

70.9K705
Post · @Ryanair on X

Denny’s

@DennysDiner · Mar 30, 2026

15.1K261
Post · @DennysDiner on X

KFC

@kfc · Mar 31, 2026

sorry guys we were product testing for our 12th herb and spice

KITKAT@KITKAT

Regarding recent press coverage

17.2K284
Post · @kfc on X
Regarding recent press coverage
@KITKAT on X
Help us find them. Use the Stolen KitKat Tracker. Link in bio.
@KITKAT on X
/C O R R E C T I O N -- Nestlé/
Nestlé via PR Newswire
Post by @Dominos_UK on X
@Dominos_UK on X
TikTok video by @garron_music
@garron_music on TikTok
The KitKat Heist
Burson (campaign agency)
Nestlé KitKat Original chocolate bars
Fortune
Post by @DennysDiner on X
@DennysDiner on X
Post by @Ryanair on X
@Ryanair on X
KITKAT Canada on Instagram: "We’re not taking any more chances. #HaveABreak #KitKatCanada - On ne prend plus aucune chance."
KITKAT Canada on Instagram
KitKat UAE gains traction among Millennials following Italian heist
YouGov
Inside the KitKat Chocolate Heist Response That Generated a 225% Media Spike
Cision
The great KitKat heist launched Garron Noone into a hilarious sweary tangent about Easter egg shrinkflation that may be today’s most relatable thing
The Poke
PR Roundup: A KitKat Heist, United Responds and the Opinions of 900 Journalists
PRNEWS
KitKat stages escorted convoy after theft headlines
Famous Campaigns
Landmark Group's Home Centre takes KitKat Heist beyond social trend to in-store marketing - Campaign Middle East
Campaign Middle East

Spread Score

How it works
Reach75Contagion35Breadth50Velocity69Longevity1452

Numbers

Agency claim: global social impressions; methodology undisclosed
70.5B
As of Oct 13, 2026 · Self-reported · London International Awards (agency-submitted results)
Seed to peak
1 day
Mar 29 ’26 to Mar 30 ’26
Platforms
6
Started on X
Origin
Seeded
Food & beverage

Mechanics

  • Remixable templatePrimary
  • Response chain
  • Brand pile-on
  • Platform jump
  • Press loop

How it spread

Trace the origin

KitKat confirmed the theft in a red social statement after its press releases. Other brands copied the statement format, and reactions reached TikTok and podcasts. A batch-code tracker and staged Toronto convoy extended the campaign, which later won the Cannes PR Grand Prix.

Google searchesMar ’26AprMayJunJulAugPeakPressXTikTokOpen webAudioRetail
PressXTikTokOpen webAudioRetail

11 more events on this chart

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Timeline (14)

  1. March 2026

    Nestlé precursor · Mar 27 ’26

    Nestlé issued a press release announcing the missing KitKat shipment and joking about taking a break.[1]

    /C O R R E C T I O N -- Nestlé/
    Open the first post ↗

  2. Nestlé precursor · Mar 28 ’26

    Nestlé corrected shortage reports and said the theft would have no impact on supply or trade.[1]

  3. @KITKAT seed · Mar 29 ’26

    KitKat posted a red official-statement graphic confirming the theft and saying supply was not affected.[2][3]

    Regarding recent press coverage
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers
  2. 2026-10-15Fact-check passed (34 claims)
  3. 2026-10-13Added: 14 events, 20 sources · Score 52
Origin
Seeded
Sector
Food & beverage
Region
Global
Agency claim: global social impressions; methodology undisclosed
70.5B
As of Oct 13, 2026 · Self-reported · London International Awards (agency-submitted results)
Evidence
Grade B

Spread the same way

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X · 2015

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

Four Seasons Baby

TikTok · 2024

57
If the @Four Seasons Hotels is looking for a baby ambassador my niece got you 😂🤣😂🤣😂

IHOb

X · 2018

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Coinbase Bouncing QR Code

TV · 2022

51
A pink QR code on black from the aired creative, shown in Wavemaker’s campaign case study.

14B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesMar ’26AprMayJunJulAugPeakPressXTikTokOpen webAudioRetail
PressXTikTokOpen webAudioRetail

11 more events on this chart

Join free to see them

  1. March 2026

    Nestlé precursor · Mar 27 ’26

    Nestlé issued a press release announcing the missing KitKat shipment and joking about taking a break.[1]

    /C O R R E C T I O N -- Nestlé/
    Open the first post ↗

  2. Nestlé precursor · Mar 28 ’26

    Nestlé corrected shortage reports and said the theft would have no impact on supply or trade.[1]

  3. @KITKAT seed · Mar 29 ’26

    KitKat posted a red official-statement graphic confirming the theft and saying supply was not affected.[2][3]

    Regarding recent press coverage

  1. peak · Mar 30 ’26

  2. platform jump · Mar 30 ’26

Join free to see the other 11 events and the full chart. Free, on every case.

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Why it worked

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