A recent national survey by KitKat revealed that 95% of Gen Z Canadians reach for their phones during breaks, and two-thirds do so without meaning to. In a world where downtime feels like overtime, KitKat – the brand synonymous with taking a break – is stepping in to help a generation reclaim their pause, one break (and one bar) at a time.
Until June 21, Canadians can join a nationwide screen time challenge by sharing weekly reductions on Instagram for a chance to win a KitKat delivery. 1% reduction = 1 KitKat finger. It’s a fun (and tasty) nudge toward balance in an always-on world, encouraging simple steps toward real rest, with a sweet reward.
Each week, participants can post a screenshot of their reduced screen time on their Instagram Story and tag @KitKatCanada and #kkpromotion. If their screen time is down, the first 500 participants will score free KitKat bars delivered to their door.
A fresh take on mindful snacking, or a campaign turning a chocolate bar into a catalyst for better breaks.
Here are some additional stats from the survey:
- High reliance on phones during breaks: A striking 95% admitted to reaching for their phones during downtime.
- Negative outcomes of digital breaks: Instead of feeling refreshed, half reported feeling more distracted, stressed, or even sad after their phone-filled breaks.
- Desire for incentives: A significant 67% indicated that incentives would motivate them to take phone-free breaks.
- Difficulty breaking the habit: Two-thirds find themselves using their phones even when they intend not to.
