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Missing KitKat bars turns into PR gold for the brand.

It was the brazen chocolate heist heard around the social-media world: Over the weekend, Nestlé confirmed that thieves had swiped 413,793 units of KitKats somewhere along their way from a factory in central Italy to Poland.

What the Swiss company lost in chocolate, though, it gained back in a public-relations coup—as did multiple other companies quick to hop on the meme bandwagon.

“We’ve always encouraged people to have a break with KitKat—but it seems thieves have taken the message too literally and made a break with more than 12 metric tons of our chocolate,” the company said in a statement.

Taking their cue from Nestlé, other companies soon joined in with some social-media spoofing.

“We would like to share our thoughts and condolences with Kit Kat following their sad news,” an account for Domino’s Pizza in the U.K. posted. Then, it added, “On a completely unrelated note, we’re pleased to announce we’ll now be selling a new Kit Kat pizza.”

The discount airline Ryanair, meanwhile, simply posted a cartoon photo of one of its planes with a face. In the jet’s mouth are five bitten-off KitKat bars.

Read more: 🔗 https://on.wsj.com/4bJ7enk