Whiskas®, the UK’s leading cat brand, knows big cats and small cats like no one else and knows that they share the same natural instincts. A new advertising print campaign, ‘Big Cat Little Cat,’ has brought this link to life. It supports an existing TV campaign which reinforces that Whiskas® understands what cats need through insights from the WALTHAM® Centre of Pet Nutrition, the leading authority on pet nutrition and wellbeing.
The campaign, developed with AMV BBDO, marks a new focus for the Whiskas® brand, by demonstrating Whiskas’ expert understanding of cats’ natural behaviour.
The work visualises the instincts that domestic cats share with their wild cousins in a beautiful and charming way. Four poster executions and five press ads show little cats displaying authentic cat behaviour, such as chasing, rubbing and pouncing, in a big cat environment.
Miranda Sambles, UK Marketing Director Mars Petcare, said: “At Whiskas® we understand a feline’s natural instincts like no one else and we know that big cats and little cats share a lot of behaviours. Our new Big Cat Little Cat campaign brings this insight to life in an engaging way. In understanding the link between the two cat types, our product range gives cats all that they naturally need in one brand.”
Dr. Sandra McCune, Scientific Leader of Human-Animal Interaction at the WALTHAM® Centre for Pet Nutrition, added: “For 50 years, the WALTHAM® Centre for Pet Nutrition has been a leading authority within the field of pet nutrition and care and underpins product development across the Mars Petcare portfolio. Many owners will recognise character traits in their own cats that they’d see in big cats, whether that’s scratching posts or hunting at night.”
The print campaign runs alongside 50 and 30 second TV ads, online activity and PR.
Creative Director: Paul Brazier
Art Directors: Alan Wilson, Andy Clough, Sonny Adorjan
Copywriters: Diccon Driver, Richard McGrann, Milo Campbell
Photographer: George Logan
Retoucher: Tony Swinney