Nestle's Kit Kat took home the Media Grand Prix, the top media award, at the 56th Cannes Lions International Advertising Festival, for its edible direct mail product. JWT Tokyo developed the "Kit Kat Mail" campaign, which featured a small, mailable three-dimensional box with a Kit Kat bar enclosed. It is sold exclusively at 20,000 post office outlets in Japan. It also marks the first time Japan Post postal service has partnered with a marketer.