The Nestlé Cocoa Plan aims to improve the lives of cocoa farmers and the quality of their product, through activities that focus on better farming, better lives and better cocoa. In order to give children a better chance, the Nestlé Cocoa Plan has so far completed 42 schools in the country, improving the quality of education for 10,000 children, and helping prevent child labour.
The campaign, which launched February 8th, crafts a powerful message for a consumer audience that is increasingly socially conscious: While you are enjoying a break with a KitKat,you are joining Nestlé in its mission to positively impact the lives and communities of cocoa farmers within the Nestlé Cocoa Plan.
The campaign includes four documentary-style films that will be hosted on YouTube, narrated by Louis Cole, a socially conscious YouTube star (better known as Fun for Louis by his 1.6 million subscribers). It brings to life Nestlé’s commitment to the Côte d’Ivoire, one of the largest cocoa-producing regions in the world.
The central film in the campaign captures world-renowned soccer player Didier Drogba’s return home to his native Côte d’Ivoire, as he enjoys a football break with children in a local school,while also showcasing his charitable foundation in his homeland.
“I am very proud of the partnership my foundation has with Nestlé,” said Drogba. “It will help continue to make a difference to the education and lives of children in the Côte d’Ivoire.”
The campaign will be amplified by a suite of rich social media content to be leveraged globally across KitKat-owned channels including YouTube, Twitter, Facebook and Instagram.
“Nestlé is proud that KitKat is the first global confectionery brand to be sourced from 100% sustainable cocoa,” said Sandra Martinez, Head of Confectionery for Nestlé. “At Nestlé, it’s been critically important that we are part of establishing a system that takes care of the people and the environment that makes our brands possible. Social responsibility is crucial to the farming communities in the Côte d’Ivoire, and also to the quality of our product.”
Marcus Woolcott, Global Creative Director at Team Iconic at J. Walter Thompson Worldwide, added: “Our latest collaboration with Nestlé KitKat is an inspiring story about the work of the Nestlé Cocoa Plan. ‘Have a Break’ is so engrained in the KitKat brand, it has been great to help evolve the message into the realm of sustainability and share a break with those who grow our cocoa.”