Nestlé Confectionery said the brand’s Cross Your Fingers promotion will be supported with a £10 million media package, the “largest spend for a consumer promotion ever”.
From April 12, promotional packs of Kit Kat 4 Finger Milk, Kit Kat Chunky Milk and Caramel will have an on-pack flash highlighting the prize.
From May 3 until July 11, consumers can go online to enter a code from the inside of promotional packs to see if they have won the daily prize.
Graham Walker, Nestlé UK trade communications manager, said: “Research shows that cash is the most motivating prize to offer in a consumer promotion, driving the highest levels of participation, so we expect sales to soar.
“Combine this with the media support package, instant win mechanic and link to the biggest event of the year, and retailers have a perfect opportunity to score.”