To help people understand the full range, we created the Feline Food Market offering every day Gourmet for the cat connoisseur. It packed the full range in a way that the buyers could connect with.
We styled the campaign to be closer to a good food experience for humans. We took cues from Farmers Markets and places that really care for their produce. So when you buy fish for your cat, it's like buying the real thing from a Fishmonger.
The copy was designed to be fun, simple and helpful. Not taking itself too seriously (like some foodies can) it also gave recommendations from Archie the cat on why he liked it—and maybe your cat would too.
Expanding the idea—
The idea and approach was embraced by the whole European team, seeing them change their approach to PR and events too by having a presence at real Food Markets and Festivals and sponsoring TV Food Shows.