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12-Ton KitKat Heist Sparks Humorous Toronto Marketing Campaign

4/11/2026

29 2 Full Breakdown

Summary

Story summary

The theft involved a truck carrying over 12 tons of KitKat chocolate en route from Italy to Poland in late March 2026.
Nestlé confirmed the theft and is cooperating with local authorities.
In Toronto, KitKat launched a convoy-style marketing campaign featuring a chocolate truck.
Developed by Courage Inc., the campaign used humor tied to Easter, turning the incident into positive brand visibility.

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Story summary

The theft involved a truck carrying over 12 tons of KitKat chocolate en route from Italy to Poland in late March 2026.
Nestlé confirmed the theft and is cooperating with local authorities.
In Toronto, KitKat launched a convoy-style marketing campaign featuring a chocolate truck.
Developed by Courage Inc., the campaign used humor tied to Easter, turning the incident into positive brand visibility.