Whiskas KIT: How cat content grew up to drive digital growth

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

Campaign details

Brand: WhiskasAdvertiser: Mars PetcareEntrant: AMV BBDOPrincipal author(s): Diana Lopes, AMV BBDOContributing author(s): Cécile Angrand, Stefan Krucker, Gina Head, Mars Petcare; Eloise Hungtinford, MediaCom; Emily Brydon, Craig Mawdsley, James Miller, Richard Moloney, Maciej Stryjek and Ella Fanshawe, AMV BBDO

Introduction

Online drives two-thirds of growth in Petcare, but it's hard to stand out.

Whiskas has been learning since launching content pilot Kitten Kollege, which now needed to become an engaging, sales-driving global platform. K.I.T., Kat Institute of Technology, a Silicon Valley spin-off, had the challenge of offering a winning content...

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