KitKat's holiday campaign turns workplace frustration into fun with auto reply break

The end of the year brings much-needed holidays for many employees, but not everyone gets to clock out. For those stuck at their desks, battling the endless stream of Out-of-Office replies, KitKat has a sweet surprise.

Partnering with creative agency Publicis Middle East, Kit Kat has transformed this workplace frustration into a moment of joy with their latest initiative, Auto Reply Break. These clever email auto-replies don’t just apologise for the sender’s absence, they bring a laugh and a redeemable KitKat, offering desk-bound workers a well-deserved break. The campaign features a nostalgic twist: ads created entirely in email using ASCII art, a throwback to the pre-emoji era.

Deniz Yamanel, business executive officer, Nestle: “Out-of-office replies are often a source of frustration for those who are still working. We saw an opportunity here to transform these emails into something fun. KitKat has always stood for breaks in the work place since 1937. This initiative provides better breaks for people who are working over the holiday period. It’s our way of saying, whether you’re out of office or at your desk, remember to Have a Break. Have a KitKat.”

Bana Salah, creative director, Publicis Middle East: “It’s not every day that you find a new media space for your brand to own. Out-Of-Office emails are just the perfect place for KitKat to advocate for having a break, particularly during the holiday season when those who really need a break are employees who are still in the office while their colleagues are away”.

The fact that KitKat is sneaking into corporate offices is so significant for the time of year – and for what the brand stands for. The Auto Reply Break transforms something as mundane as an Out-of-Office reply into a gentle reminder that everyone deserves a break this holiday season.