KitKat is looking to tap into the wanderlust that’s common among Gen Z with a summer campaign that turns the brand’s purpose into an excuse to hit the road.

Called “Road Trip Breaks” and developed with Mississauga-based integrated branding agency Davis, the new promotion leans heavily on limited-edition packaging and organic social focused on Canadian landmarks, showing how there’s plenty of share-worthy locales in Canadians’ own backyards – and encouraging them to take a break to get out and see them.

But the promotion doesn’t focus on the obvious tourist traps. Instead, it looks for landmarks that are a little bit off the beaten trail, like the 30-foot replica of the Eiffel Tower in Montemarte, Sask., or the UFO monument in Moonbeam, Ont.

“There isn’t a more romanticized version of escapism than the road trip,” says Sara Merrifield, an account director with the agency. “We want KitKat lovers to take a break in their day, either virtually or in person. Building awareness of the promotion through lesser-known Canadian landmarks signals that fun summer breaks and KitKat are meant for each other.”

In all, the brand selected six Canadian locations to feature in creative that borrows a style reminiscent of the 90s, including bright (almost neon) colouration. The social supporting the campaign aims for similar retro vibes, employing instant camera-style imagery to enhance the road trip aesthetic.

The campaign launched earlier this month and will continue through the summer. The brand is also encouraging consumers to share selfies of themselves, either with the limited-edition packaging or at various unique locations across the country, using the #RoadTripBreaks hashtag.