Halloween is hard work. Like carving Jack-o’-Lantern's. Who carves Jack-o’-Lantern's right? No one, that's who. Mom needs a break from that stuff.
So we created Jake, Jack's more hacked up cousin, as the spokespumpkin's for Kit Kat's Halloween campaign. There to remind moms on TV and social to give themselves a break during the Halloween madness.
Oh, and some people actually made their own Jakes. Imitation is the sincerest form of flattery, that sort of thing.