Feed Their Everyday Adventure
The Challenge:
Meow Mix wanted to promote a suite of products by tapping into the playful and adventurous spirit of cats. The challenge was to position Meow Mix in a way that resonated with cat parents, turning feeding time into an exciting and engaging experience. We needed to create a campaign that would highlight the variety of Meow Mix flavors while making the brand stand out in a crowded market of pet food options.
Meow Mix wanted to promote a suite of products by tapping into the playful and adventurous spirit of cats. The challenge was to position Meow Mix in a way that resonated with cat parents, turning feeding time into an exciting and engaging experience. We needed to create a campaign that would highlight the variety of Meow Mix flavors while making the brand stand out in a crowded market of pet food options.
The Opportunity:
Cats are natural-born hunters, and feeding time is their version of hunting time. Beyond that, cats see the human world as an adventurous playground—pillows become mountains to climb, aquariums become submarines, and cardboard boxes transform into royal castles. By leveraging these insights, we created a campaign that turned everyday feeding routines into "adventures" for cats.
Cats are natural-born hunters, and feeding time is their version of hunting time. Beyond that, cats see the human world as an adventurous playground—pillows become mountains to climb, aquariums become submarines, and cardboard boxes transform into royal castles. By leveraging these insights, we created a campaign that turned everyday feeding routines into "adventures" for cats.
The campaign positioned Meow Mix as more than just food; it became a way to feed a cat’s instinct for adventure. The strategy focused on connecting these imaginative, larger-than-life moments with the excitement of mealtime. Through playful storytelling, we highlighted how Meow Mix fuels a cat’s everyday adventures, making each mealtime experience something special.
THE WHOLE KITTEN CABOODLE
To encourage cross purchase of wet, dry, and treats, we will run a promotion where if you buy all three products and mail us the receipts, we will send you a paw-some box of cool cat stuff you can use to create your own adventure. Similar to a sampling kit, the “Whole Kitten Caboodle” contains everything from toys to treats to cool enamel pins you can wear yourself. Get one right meow.
