Formula 1® has evolved beyond the track into a global cultural and entertainment platform, shaped by shared experiences and digital communities that bring fans together well beyond race day. Nestlé KitKat’s partnership reflects this shift, reinforcing its long-standing message of taking a break and positioning the brand as a natural part of how fans experience the sport today.
Built on Nestlé KitKat’s well-known slogan, “Have a Break, Have a KitKat®”, the joint venture comes to life through the KitKat Pit Crew which reflects Formula 1®’s efficiency, precision and teamwork – to make people’s breaks the best they can be.
In a world where even “time off” is rarely truly off, South Africans have become experts at staying switched on, half-working, half-scrolling, half-resting, without ever fully disconnecting. Somewhere between the group chats, the notifications, and the constant mental to-do lists, people have lost the ability to properly disengage and be in the moment.
Bringing Formula 1® closer to South African fans
In South Africa, the campaign is about giving consumers breaks at Formula 1® speed through a vibrant mix of retail activations and on the ground experiences, all designed to driving the speed of breaks.
A key part of the campaign is through student led activations at various universities, including the University of KwaZulu Natal, the University of Pretoria and the University of Cape Town throughout the month of May. Campus spaces will be reimagined as Pit Crew moments, giving students a chance to experience the speed and efficiency of Formula 1® in a way that feels authentic to the sport.
Beyond campus, fans can look forward to live race screenings, creator led watch parties and in store promotions. These moments turn ordinary breaks into shared experiences, reaffirming Nestlé KitKat’s commitment to tapping into culturally relevant spaces.
Kina Mkize, KitKat Senior Brand Manager at Nestlé East & Southern Africa Region (ESAR) says, “What I love about the Formula 1® partnership is how it comes to life in South Africa, especially with the focus on the KitKat Pit-Crew being the champions of the break. We know how much our audience enjoys the sport and we want to speak a language they understand and is relevant to their daily lives, reminding them to take a break where they are. This dynamic approach not only celebrates the thrill of Formula 1® but also recognises the unique way KitKat is driving breaks with South African consumers and how they connect with the sport”.
She adds “No other brand knows about breaks more than KitKat, and that is what the Pit Crew wants to communicate by ensuring that we bring a KitKat twist and unexpected breaks at a speed that is synonymous with Formula 1®”
A chance to experience Monza
As part of the partnership, Nestlé KitKat is also giving fans a chance to get closer to the action. All you need to do is buy any two Nestlé KitKat® participating products in a single transaction from a participating retailer, either in-store or online, and stand a chance to win F1® tickets to the race in Monza, Italy.
To enter, buy ANY 2 NESTLÉ KitKat® chocolates, scan the QR code or WhatsApp 073 082 3517 and follow the prompts. Each entry must be submitted separately with a unique receipt, and participants are required to retain their original proof of purchase for verification.