People are always claiming to find the face of Jesus on odd places - on pieces of toast, in a cushion, on a meteorite.
KitKat wanted to play on its 'Have a break, have a KitKat' tagline within this context. Have a break in the Netherlands means "give me a break" or "enough is enough". Instead of creating an ad, they created a sighting of Jesus in a KitKat. A credible fake email was created and sent from a person who had apparently just taken a bite out a KitKat and found, to his utter disbelief, an image of Jesus.
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