Global food manufacturer Nestlé has won the Grand Prix in the Media category of the Cannes Lions International Advertising Festival, for a campaign for Kit Kat in Japan.

Agency JWT Japan created a clever campaign around the translation of Kit Kat into Japanese . . . Kitto Katso means ‘surely win’. This idea was then woven into the Japanese culture of sending students good luck cards before exams – and a tie-up with the country’s postal service was established to produce ‘Kit Kat Mail’.

Edible postcards were sold in 20,000 post offices – the recipients could eat them after reading the message!

"It was a brilliant idea” said category jury chief Nick Brien, president/CEO of MediaBrands Worldwide. “Flawless execution and amazing results. They created a business model that didn’t exist before."