KitKat Makes Formula 1 Debut with Chocolate-Themed Global Fan Activations

KitKat is shifting gears from breaks to the Grand Prix circuit.

The chocolate brand officially made its debut as the “Official Chocolate Bar of Formula 1” at the Mexico City Grand Prix this October.

This kicks off a multi-year partnership that combines the thrill of racing with KitKat’s playful take on taking a break.

Nestlé first announced the deal in late 2024, promising fans new creative and immersive activations, as well as exclusive prizes.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by KITKAT (@kitkat)

The partnership's most recent developments were marked by a new TV ident that aired alongside the Mexico Grand Prix broadcast.

“From the get-go, the project was about collaboration,” said Jon Evans, VFX lead at Wash, the creative post-production house behind the ident.

Nestlé Studio spearheaded the campaign, with Wash delivering high-end CG work that brought the candy-fueled vision to life.

Taking a Break at Full Speed

The short 15-second ident kickstarts with a candy-red race car tearing through a surreal track built entirely out of KitKats.

The grandstands and the entire track environment were made of KitKat's world-famous chocolate bars, making the brand's visual identity prominent throughout the spot. 

It ends with the racecar taking a break by the pitstop, as the announcer reads the brand's iconic tagline. 

KitKat’s F1 play goes far beyond broadcast.

Outside of the spot, the brand activated several fan-centric experiences tied to its Formula 1 sponsorship.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by KITKAT (@kitkat)

At the Mexico City Grand Prix, visitors will be treated to immersive setups in the Fanzone and Paddock Club areas.

Fans could win pairs of Paddock Club and Grandstand tickets, as well as limited-edition Formula 1 x KitKat merchandise through on-site games and contests.

“When our fans attend a Grand Prix, we want them to take a break from the norm and become immersed in the drama and excitement of Formula 1,” said Emily Prazer, chief commercial officer at Formula 1.

“KitKat’s activations add a real sense of fun and relaxation at our races and create even more memorable moments.”

KitKat also tapped into local pride with the support of McLaren reserve driver and Mexico native Pato O’Ward, helping to deepen fan engagement on race weekend.

“KitKat’s sponsorship of F1 marks a historic moment for the brand in Brazil,” said Patrício Torres, Vice President of Confectionery at Nestlé Brazil.

“This partnership enables us to strengthen and expand KitKat’s connection with Gen Z.”

The brand is already expanding its Formula 1 presence globally. 

@patriciooward Enmedio de tantas interrupciones y cosas por hacer, siempre hay espacio de un break. ¿Les ha pasado? 🍫 #HaveABreakHaveAKitKat @KitKatMx ♬ original sound - Pato O’Ward

In Brazil, KitKat plans to roll out its first-ever activation at São Paulo/Guarulhos International Airport later this year, with plans to expand to other international airports through 2026.

Brazilian fans will also have the chance to win tickets to the 2025 São Paulo Grand Prix through upcoming on-pack promotions.

Our Take: Can KitKat Win the Race for F1 Fans' Attention?

I think this campaign shows how brand storytelling doesn’t always have to revolve around race teams or big-name drivers.

In focusing on the simple, universally relatable idea of taking a break, KitKat has found a fun and clever way to connect with fans.

The surreal chocolate track and captivating vfx gives the campaign a strong visual hook that instantly communicates the brand’s playful tone.

All while making a strong impression within the highly competitive world of F1 sponsorships.

Recently, KFC partnered with F1 to launch its own set of cheeky F1-themed OOH ads.