A couple of days ago, KitKat announced that a shipment leaving Italy and headed to Poland, carrying 12 tons of KitKat (exactly 413,793 packages), had gone missing. The news immediately went viral, partly due to its more humorous side (who would ever steal chocolate?!), and a statement was promptly published on the brand’s official channels. Instead of crying theft and taking a victimized stance, KitKat—or more likely its communication agency—opted for a playful tone, reassuring consumers that no one would be left without their snack. In fact, in Nestlé’s press release, it reads: “We’ve always encouraged people to take a break with KitKat. But it seems the thieves took the message a bit too literally and took a break with over 12 tons of our chocolate.”
This tone of voice can also be found in some content published on Instagram by the brand’s US profile, which chose to approach the situation in a “true crime” style, complete with investigation boards and strings connecting clues.
Then, something unexpected happened. Brands from all over the world literally responded to Nestlé’s statement, turning a piece of news into a global campaign that not even the biggest budget could have achieved.
From major food companies like Domino’s Pizza, McDonald’s, and KFC Italy, to brands like Ryanair, Røde, and Figma: everyone showed support for KitKat, while also taking the opportunity to promote themselves and add a humorous, ironic twist to the situation.
User-generated memes quickly followed, and now Instagram and X are full of them, often comparing the theft to some of the most iconic heists in cinema history.
It feels like a true marketing and communication fairytale, and like any good fairytale, it couldn’t be without a happy ending. The shipment was reportedly found, with not even a single snack missing.
Official statement:
We can confirm DeLorean had nothing to do with this.
Thank you for your attention to this matter. https://t.co/lGtVrhzl69 pic.twitter.com/iBu11AUwqu
— DeLorean Labs (@DeLoreanlabs) March 30, 2026
