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Fremantle Media ITV Syco

Felix unveils partnership deal with Britain’s Got Talent


By Ishbel Macleod, PR and social media consultant

March 28, 2013 | 2 min read

Cat food brand Felix has today been announced as the official pet food partner for ITV’s Britain’s Got Talent, in a deal brokered by Mindshare UK.

To celebrate the launch of the partnership with Syco, FremantleMedia and ITV, Felix is launching the first ever Facebook hosted talent competition in the UK for cats, with the winning cat to feature in an exclusive Felix TV ad spot airing during the show’s live final on 8 June.

Felix will launch a call to action campaign for its Britain’s Cleverest Cat competition through bespoke ad spots on ITV around the Britain’s Got Talent series, voiced by Britain’s Got Talent judge Amanda Holden.

Richard Tarrant, senior brand manager at Felix, said: “Felix is proud and delighted to be involved with Britain’s Got Talent and to be running the first ever Facebook talent competition for cats in the UK. It’s a marketing first for PURINA and we are anticipating the partnership will help us reach over 25 million people. We are sure it will help us gain real exposure and get closer to cat lovers around the country. We are really looking forward to seeing our Facebook fan entries into Britain’s Cleverest Cat and to share in the success of Britain’s Got Talent.”

The content will launch on the Felix Facebook page prior to being hosted on the Britain’s Got Talent official website.

Naomi Edler, commercial director at Syco, said: “We are absolutely delighted to welcome Felix to the Britain’s Got Talent family. Our show celebrates talent in all shapes and forms and as we are a nation of pet lovers we are thrilled with the association. We salute Felix on their ambitious search to find the UK’s cleverest cat and look forward to the big reveal during the advert break in Britain’s Got Talent final night.”

Agency partners Mindshare Invention UK, JPMH and AFG have worked with Felix to create and deliver the competition.

Fremantle Media ITV Syco

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