Whiskas has unveiled a new integrated campaign in a bid to showcase the ‘great taste’ and variety of its new range.
Developed by creative agency AMV BBDO, the ‘Even the Fussy Cats’ campaign uses live action and CGI to enter the mind of a fussy feline pet.
The brand’s hero film – directed by Renee Zhan at BLINKINK – shows viewers the ‘innermost thoughts’ of a cat, highlighting its picky nature. In the centre part of the fluffy brain is the Purr Room, complete with a ‘purr-o-meter’ with its ‘Not today’ and ‘Yes Please’ markers. When Whiskas is eventually offered to the fussy cat it rushes to eat, purring with approval and ‘sending the purr-o-meter into overdrive’.
“This campaign is a wonderful foray into the mind of a cat, a mystical world that many cat owners often find themselves wondering about as they attempt to evoke that ultimate seal of approval – the purr,” Whiskas European brand director, Zoe Zammit, said.
“Renee Zhan has created a warm and whimsical world, full of the textures and things that cats love, in which they capture the innermost thoughts of our most beloved floofs as we hoomans attempt to meet their discerning standards. The great news? The new Whiskas line up has the range of tastes to satisfy all cats, even the most discerning – Purrrr-fect!”.
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The campaign will also roll out via radio, social and online platforms.
AMV BBDO head of strategy Lola Neves added: “This campaign is all about proving the new Whiskas range can handle the most difficult of customers – fussy cats. Cats’ fussy natures are part of why we love them – they aren’t going to bow down to us and do what we say. But feeding a fussy cat can be exasperating.
“Cat parents need options in case today happens to be the fateful day when the cat decides to not eat what it normally does. So pleasing fussy cats is the ultimate test for a cat food brand. By showcasing how the new Whiskas range has the taste and variety guaranteed to make even fussy cats purr more, we are proving that the range will make any cat purr more”.
