Cat food brand Felix has launched a new marketing campaign entitled ‘Felix – it’s Great To Be A Cat’ in order to connect with shoppers and drive them into stores.
A new television advertisement has been on air since January backed by a campaign spend of £3.7 million and encompassing TV and VOD, radio, shopper and social media. As part of the campaign, shoppers will also be given the chance to participate in a Felix-inspired social challenge and AR game later this year.
In addition, the brand will launch limited-edition versions of 12 and 40 packs for As Good As It Looks Ocean Feasts and As Good As It Looks Mixed Selection in Jelly, featuring the new identity, available from mid-2022.
Felix senior brand manager Rebecca Marshall said: “The launch of Felix – It’s Great To Be A Cat is an exciting move as we continue building on the brand’s lovably mischievous personality and exploring new ways to connect with cat owners. With so much going on in the world today, it’s important to enjoy moments of light-heartedness – starting with the little things cats do that make us smile.”
Felix is the UK’s number one cat food brand, with a 38% share of the wet cat single serve market, brand owner Nestlé Purina states.
