The major theft of some 413.000 KitKat bars in transit from Italy just before Easter has been turned into a PR triumph, as parent company Nestlé gains key accolades at Cannes Lions festival of creativity, writes Neill Barston.

The unlikely major theft – which has not been traced by the business, became a worldwide viral success online, as news outlets from across the globe clamoured to cover the ‘great chocolate theft.

Despite the case being unresolved, the business has emerged the real winner as it attained a ‘Grand Prix’, ‘four Gold Lions’ and ‘four Silver Lions’ for ‘The KitKat Heist,” as well as the Swiss-headquartered company gaining two Bronze Lions for its ‘Little Breaks’ campaign.

Significantly, the theft of more than 12 tonnes of chocolate, that had reportedly been swiped in Turin (containing its F1 miniatures series) by thieves as it set out en-route between Italy and Poland, mirrors a wider trend of retail theft in which criminal gangs in the UK and further afield have targeted the food sector – resulting in millions worth in value of lost food supplies, as well as confectionery, and snacking ranges.

As Confectionery Production has previously reported, the situation has prompted some retailers resorting to drastic action, including ‘chaining up’ higher-value confectionery items, which are now in some instances being routinely stolen to order, in a concerning uptick in thefts.

In response to its major theft incident, KitKat invited consumers into the story through its Stolen KitKat Tracker. KitKat’s response quickly sparked attention across culture, social media and earned media, turning a real-world incident into a moment of participation, conversation and impact at scale.

“These awards prove the power of consistency, distinctiveness and cultural relevance in brand building,” said David Rennie, Executive Vice President and Head of Nestlé’s Strategic Business Units and Marketing and Sales.

“Nearly 70 years of ‘Have a Break. Have a KitKat’ gave people a simple idea to make their own – and our teams moved boldly and fast to turn that moment into global conversation. This underscores the importance of our brand-building strategy: to create brands that earn choice and trust, connect deeper with consumers and drive real impact.”

As the company noted, it uses data-driven consumer, category and customer insights to develop products and brand experiences that are superior, offer value, are visible where people shop, and communicate in ways that cut through.

Furthermore, it has stated a key goal in building brands that win with consumers, gain market share and accelerate real internal growth, consequently, it has focused its media investment on fewer, bigger and higher-impact activities for its brands, including KitKat, which recently became the official chocolate bar of Formula One racing.