2 min read- After more than 12 tons of Kit Kat bars were stolen in March, KitKat Canada rolled out security convoys for its delivery trucks.
- The black SUV escorts were part of a marketing campaign tied to the viral heist story.
- Nestlé is still trying to trace the original stolen shipment using batch codes printed on the bars.
I’ve seen The Fast and the Furious. I know trucks get robbed, cargo heists can get intense, and Vin Diesel really pulls off the bald look well. But usually, in my mind at least, that scenario involves millions of dollars and serious international stakes, not hundreds of thousands of Kit Kats.
And yet, Kit Kat is apparently not playing around.
After more than 12 tons of Kit Kat bars were stolen back in March, Nestlé’s Canadian arm is now leaning all the way into the aftermath with their recent deployment of Kit Kat trucks flanked by black SUV security convoys, turning an already ridiculous candy-crime story into an even more outrageous one than it was.
If you missed the original mess, thieves made off with a truck carrying 413,793 Kit Kat bars, and the theft quickly blew up online, partly because of the sheer scale of it and partly because the idea of a major chocolate heist is just objectively hard to ignore.
Now Kit Kat Canada is responding just ahead of Easter, one of the busiest times of year for candy restocking, by sending delivery trucks through Toronto with security escorts and black SUVs riding alongside them. A video of one convoy quickly started making the rounds online, because of course it did.
Kit Kat later confirmed that the convoy wasn’t a full-blown operational escalation, but part of a marketing campaign created with agency Courage. In other words, yes, they know how funny this looks.
“Rather than relying on heavy messaging, we tapped into a distinctly Canadian sensibility,” Joel Holtby, founder and co-CCO at Courage, said of the campaign. “No explanation needed: just a KitKat delivery truck, fully escorted as if it were high-value cargo.”
The original missing stash still hasn’t magically reappeared, though. Nestlé is still trying to track down the stolen bars using the unique batch codes printed on each one. If any of the missing products get scanned, the system can flag them and help the company trace where they ended up. So while the convoy may be playful, the company is still very much trying to find its stolen crispy-wafer fortune.
And honestly, good for them. If I had nearly half a million Kit Kats vanish into thin air, I, too, might start escorting my chocolate like it was the most powerful person in the country.