Purina Gourmet
The Feline Food Market
The Brief—
Cats can be really fussy when it comes to food—so how can we convince their owners to buy high-end cat food when they can’t taste the quality for themselves?
The idea—
Position cats as the ‘foodie’ of the animal world and sell the range in the same way you would sell good quality food to human ‘foodies’.
Role: Concept / Creative Strategy / Creative Direction / Art Direction
The idea launched with a new fish range and a Feline Food Market was created for the BBC Good Food Show including an experience where people could catch a free can.
The idea and creative strategy bought a refreshed direction for the brand which included new idents sponsoring Channel 4 food programmes, having fun with how they talked about and presented their food as well as turning their cat ambassador, Archie, into a full-on feline foodie.
