KitKat Has Some Fun With Candy Thieves

Who'd steal 12 tons of the stuff?

KitKat is making the most of a bad break. Thieves recently stole 400,000 of the chocolatey wafers—12 tons of the stuff!—and the brand’s turned it into a marketing bonanza.

KitKat swears this isn’t an April Fool’s gag. It launched a candy tracker as a crisis comms/ad campaign:

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“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.