KitKat appoints WeAreFearless to create immersive Chocolatory at Westfield
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A European-first pop-up KitKat store is opening at The Street, Westfield Stratford City, London on Wednesday 5th October.
Launching for a period of five weeks until Tuesday 8th November, the KitKat Chocolatory gives consumers the opportunity to create their own ultra-premium KitKat bar and bespoke packaging at the touch of a tablet screen. Guests can choose from milk, white or dark chocolate and then add up to 3 toppings from 16 inclusions to Create Your Break. These bars are tailor-made onsite by expert chocolatiers and ready to take home in an hour.
Launching alongside the Create Your Break KitKat are weekly special edition KitKat bars. This twist on the four-finger KitKat bar offers chocolate lovers the opportunity to explore different taste combinations and decadent ingredients. Hand-crafted in milk, dark and white chocolate, the Special Editions are limited edition KitKat bars that are exclusively available at the KitKat Chocolatory.
Michelin-starred chef Michael O’Hare has also partnered with KitKat to create two signature edition KitKat bars. Renowned for his use of exotic ingredients and daring flavour combinations, Michael has created a Chilli & Mint bar and his take on a retro British favourite: Dandelion & Burdock.
Explaining his involvement in the project, Michael O’Hare added: “I’m so excited to get the opportunity to create two completely unique KitKat bars. Working with such a beloved, international brand like KitKat on this project has been an incredible experience – I just hope that you like them!”
The KitKat Chocolatory follows in the footsteps of similar KitKat stores that have launched successfully in Australia and Japan. The Chocolatory is the latest experience-led initiative from Nestlé, offering consumers the opportunity to embrace and showcase their creativity in a new way.
Andrew McIver, Managing Director of Nestlé Confectionery in the UK and Ireland, believes that consumers will embrace the products available at the KitKat Chocolatory:
“Consumers are going to be given the opportunity to create their interpretation of a confectionery icon. The Create Your Break, Special and Signature Edition KitKat bars elevate the brand into a brave new territory and offer fans the opportunity to try unique, exciting and delicious products.”
WeAreFearless were appointed by Nestlé UK to conceive and deliver the whole project from creative development and packaging, content, talent, tech, PR and production.
Garry Dods, founder & MD adds: “We’re thrilled to be delivering the first ever KitKat Chocolatory in the UK. It’s a brave move by such an iconic brand to take personalisation to the next level. This isn’t just about being able to put your name on a pack, but giving customers the ultimate personalisation experience where they can create their own unique KitKat. It’s the perfect blend of customisation and creativity and we’re proud to be the agency team delivering the project.”
