In This Issue
Impressive showcase of new products at PATS
Save thousands of £££s on show offers
Book online now for your free entry badge
Dog groomers defend their record on pet safety
British pet firms get the chance to exhibit at Zoomark
Interest in pet ownership on the increase
Pets at Home secures £10m backing for vet subsidiary
Aquatic industry in firing line
TV ad campaign pays dividends for Peckish
Health warning to owners of pet rats
Famous judges for Scrufts final
Huge interest in careers with dogs
End primate pet trade, says TV star
TV spotlight on Lancs pet shop
Whiskas launches TV ad campaign
Owners abandon dogs because they grow too large
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Whiskas launches TV ad campaign
 

Leading cat food brand Whiskas has launched a new TV advertising campaign called ‘Big Cat Little Cat’.

The campaign, launched at the end of February, reinforces the fact that Whiskas understands what cats need through insights from the parent company's Waltham Centre of Pet Nutrition.

Developed with AMV BBDO, the campaign marks a new focus for the Whiskas brand, and brings to life the idea there is a big cat inside every small one.

The 50-second advert, which aired on ITV1 during the ad break for Coronation Street, showed a leopard exploring a snowy environment at night, which is then revealed to be a neighbourhood garden. The leopard hears a dog bark and runs towards a house’s cat flap. As it enters the house, the leopard transforms into the recognisable silver tabby cat.

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 centre 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 50 second ad will be supported by an additional 30 second ad, online activity and PR.

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