A recent survey found that 59% of UK shoppers now prioritise living more environmentally conscious lifestyles, with 40% more concerned about sustainability than they were two years ago. But on the flip side, one third of Brits find recycling confusing, with only 8% believing that recycling labelling on products is clear

KitKat is one of the nation’s favourite chocolate bars, purchased by more than 6 in 10 UK households. In an industry-leading packaging switch-up, KitKat has introduced wrappers made with 80% recycled plastic for their two-finger bars, which can be recycled at more than 5,000 supermarkets across the UK and in household recycling in the Republic of Ireland.

The campaign brings back the iconic KitKat panda ad created by J. Walter Thompson in 1987, which shows a photographer waiting for two pandas to come out of their den. As he turns away from the camera to ‘have a break’ and enjoy a KitKat, the pandas come out and dance around the enclosure, hiding away before he turns back.

In the new ad a voiceover runs across the original, informing customers that the new packaging is now recycled and recyclable, as part of the company’s commitment to reduce the impact of their packaging. Launching today and running until mid-December the campaign can be seen across on-demand video, mobile entertainment provider King and social channels including Instagram and Facebook,

Sara Soares & Maria Leiria, Creative Directors at Wunderman Thompson UK, said: “As KitKat launched their new packaging, we saw an opportunity. Why not ‘recycle’ one of their classic ads to help spread the word that the wrappers can now be recycled? Pairing a 35-year-old ad with a 21st century message to help consumers have a better break for both themselves and the planet.”

B345330 Recycle A Classic 16x9 30s 1080p 25fps PP012a UK opt1 FLM015


Creative Directors: Sara Soares & Maria Leiria
Senior Creative: Chris Jones
Senior Copywriter: Kell Lunam-Cowan
Business Director: Sam Brooks
Senior Account Director: Alex Moore
Account Manager: Evie Nagy
Planning Director: Mark Gibbs
Planners: Alexa Mackie & Kanika Bali
Programme Director: Verity De Courcy Norman

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