Cat food brand Whiskas has unveiled a new campaign aimed at giving advice to first-time cat ‘parents’.
As part of the marketing drive, the firm has launched a content series to guide “unprepared” cat owners through early kittenhood.
Devised by Mars and AMV BBDO, the creative will address common questions that new owners night have, such as “what on Earth is your kitten doing?” and “what should you actually feed a kitten”?
At the centre of the series is a new podcast, dubbed a ‘Purrcast’.
”[The podcast] is more than content, it’s a lifeline for anyone navigating the wild but wonderful world of kitten parenthood,” said Chris Rodi, global vice president at Mars Pet Nutrition, Whiskas brand.
“We’ve paired deep audience insight with playful creativity to deliver a campaign to help pet parents grow little purrs into big ones”.
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The campaign will launch across YouTube, TikTok, Facebook, Instagram, Spotify and Reddit in the UK before being rolled out globally.
It comes as research from Global Pet Industry highlighted 72% of kittens belong to Gen Z and Millennial households.
“Being a new kitten parent isn’t easy. It can be a chaotic time full of twists and turns, so we wanted to help in an entertaining way,” said Will Brookwell, part of the AMV BBDO creative team.
“The podcast format is so rich and popular right now, so we’ve really leant into that. The Purrcast gives people the answers they want and need, without it feeling like a lecture.”
