ABOUT

Cats. They're perceived as a fussy bunch. Particularly when it comes to what they eat. This campaign turns that insight into a positive by positioning cats as the foodie of the animal world and the Gourmet range as the choice of the cat connoisseur.

A farmers food market was the inspiration for the look and feel, used across the campaign to help people find the type of food suitable for their cat.

Initially a solution used to launch a new fish variety to the UK, this idea has now been adopted by the entire range and will be promote Gourmet across Europe.