[london] In an $8 million integrated campaign billed as "Britain's Biggest Break," Nestle is asking everyone in Britain to take a 15-minute break on March 21 while eating a KitKat, the U.K.'s No. 1 confectionery brand. The campaign capitalizes on the brand's long-running tagline "Have a break. Have a KitKat." (KitKat is marketed under license by Hershey Food Co. in the U.S., but is a Nestle brand elsewhere). The massive campaign uses TV, radio, print, outdoor and special packaging. London agencies involved include J. Walter Thompson, Hill & Knowlton and MindShare, all part of WPP Group, and digital agency Aerodeon. Nestle has contingency plans to scale back the effort at the last minute if a war in Iraq starts.