Nestlé Confectionery is to launch a new marketing campaign for its KitKat brand.

Launching in February, the ‘Celebrate the Breaks’ campaign will focus on celebrating each individual’s unique break moment.

It features new TV and digital advertising with a heavyweight £10m media spend – more than double the brand’s spend in 2014. The new TV ad will feature on ITV and Channel 4, as well as digital channels such as ITV Player, Channel 4 On Demand and YouTube. The brand will also utilise Twitter and YouTube creators to promote the campaign using the hashtag #mybreak which, in a first for the chocolate market, will also be moulded into the actual chocolate of the bars.

The campaign coincides with a new variant. KitKat Toffee Treat is available as a limited edition 4-finger pack (rrp 58p), as well as a permanent 2 finger 8-pack (rrp £1.59).

A Nestlé UK & Ireland spokesperson said: “With huge media investment, and a raft of exciting and innovative activity, the Celebrate the Breaks campaign from KitKat is going to be extremely valuable to the confectionery category in 2015, driving additional sales and profits. In order to capitalise retailers should ensure they are fully stocked up with KitKat packs and display the brand off-shelf in high footfall areas so shoppers cannot miss it.”