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KitKat Has Some Fun With Candy Thieves
Making the most of an unlucky break
April 1, 2026
12:00 pm
1 min read
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I could sure go for 12 tons of KitKats right about now. Indeed, thieves recently stole 400,000 of the chocolatey wafters and the brand’s turned it into a marketing bonanza.
The brand swears this isn’t an April Fool’s gag. It launched a candy tracker as a kind of crisis comms blitz/ad campaign:
“With more sophisticated schemes being deployed on a regular basis, we have chosen to go public with our own experience in the hope that it raises awareness of an increasingly common criminal trend,” a KitKat rep says.
Fans can enter info from KitKat packaging to determine if their treats were stolen. It’s a cute initiative, with other brands getting in on the joke across social.
