Mars ties with WWF to bolster Whiskas’ health credentials

Whiskas has struck its biggest tie-up to date with animal charity WWF in an effort to highlight its commitment to providing all round pet-care for cats.

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.

Recommended

Walk as well as talk the brand talk

Tess Waddington

Successful customer engagement is about being human – not just sounding human. The best brands win the affection and trust of consumers by acting differently. For a long time, brands were little more than faceless, multinational corporations with limited touchpoints for engagement and selective hearing – but then a few trailblazers began acting differently. As […]

Apple brand campaign

Apple’s European revenue slumps

Ronan Shields

Apple will be hoping its recently launched design campaign will buoy its financial performance in Europe after its revenue slumped 22 per cent in its latest fiscal quarter, despite beating analyst expectations with overall revenues of $35.3bn.  

Comments

    Leave a comment