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By Gillian West, Social media manager

March 5, 2013 | 2 min read

Cat brand Whiskas new advertising campaign from AMV BBDO - ‘Big Cat Little Cat’ - aims to show how big cats and little cats share the same natural instincts.

Using insights from the WALTHAM Centre of Pet Nutrition the new ad highlights how Whiskas understands what cats need and marks a new focus for the brand, bringing to life the idea that there is a big cat inside ever small cat.

“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,” commented Miranda Sambles, UK marketing director of Mars Petcare.

Running for 18 weeks, the campaign explains how the traits of domestic felines are rooted in the behaviours of their wild relatives and celebrates Whiskas heritage, expertise and more than 50 years of knowledge of cat nutrition.

The 50” ad shows 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, associated with Whiskas. The ad will be supported by an additional 30” execution, online activity and PR.

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.”


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