The tie-up launches this weekend (28 July) and aims to raise funds to support WWF’s global tiger conservation efforts, which aims to double the number of Bengal tigers in the wild by 2022. As part of the initiative, a donation from every special pack of Whiskas sold will go towards helping to protect a Bengal tiger for the day.
It is being supported by TV, digital and in-store activity which builds on the brand’s “Big Cat, Little Cat strategy launched earlier this year. The advert (see above) features a tiger cub as it explores a jungle before transforming into a cat. TV wildlife presenter Liz Bonin will also narrate an online documentary.
Mars is hoping the flurry of activity will promote the connection between small cats and their big cat cousins in an attempt to help owners understand why their pets do certain things.
Miranda Sambles, marketing director for Mars Petcare, says: “We want the campaign to reinforce the link between our understanding of cats and helping owners provide the best all-round care. We’ve developed the partnership with WWF to demonstrate our commitment to all cats.”
The campaign marks the start of a long-term tie-up with WFF the brand hopes will help it focus more on the emotional connection people feel towards their pets. Mars is pursuing a wider strategy to push the health and nutrition of its Pedigree, Whiskas, Cesar and Sheba brands to to differentiate itself from rivals. The company’s petcare brands have a 37.5 per cent share of the UK market, according to market research analysts IRI Worldwide.