Cat food brand Whiskas is celebrating feline happiness with a new global omnichannel campaign that communicates the joy and satisfaction cats experience at mealtime.
Developed in partnership with London-based agency AMV BBDO, ‘Purradise’ forms the latest instalment in the brand’s ongoing ‘Purr More’ brand platform, first launched in 2021.
Launched collaboration with PR firm Weber Shandwick and media agency EssenceMediacom, the work will be centred around a part-animated 20-second spot in which a cat is sent to a dream-like ‘purradise’ after tucking in to a pouch of Whiskas.
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“Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the Whiskas range,” said Whiskas European brand director Annie Argyle.
“The ‘purr’ is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats and their parents on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
Directed by Isabel Garrett through BlinkInk, the film will form part of a wider campaign push running across digital, social media, radio, out-of-home, PR and in-store activations.
