A new documentary style TV and cinema ad has been created by DDB London, and will launch in time for Christmas. It will be backed by specially created online activity.
In the ads, a ginger cat called Bobo promotes the brand’s nutritional benefits. He will be most noticeable in a 44-second viral spot.
In the online video, which has been created by JPMH, Bobo is filmed free-running and wall-climbing with other cats. It has been filmed in Barcelona and depicts passers-by capturing the hero cat on their mobile phones or cameras, compiling the clips, and posting them on the Internet.
With a narrative of Spanish voices – as the shoot is seen to be filmed in Barcelona – the footage is gritty and out of focus. At the end of the ads, it simply says: “Have you seen this cat? Is it yours? It could be”, finishing off with the Friskies logo.
Aart Veenstra, European marketing manager for Friskies, Nestlé Purina Pet Care Europe, says: “We feel Bobo has inspired the hearts and minds of both ourselves and consumers, reinvigorating the brand in a contemporary and distinctive way.”
It follows an earlier online ad campaign, which received over 1 million global views and is inspired by a Friskies ‘feline focus group’.
Pet food brands are currently gearing up for a New Year push. Pedigree has ramped up its marketing and Farmers Choice Pet Foods is attempting to enter the market with a new range of premium products.