Animal Welfare Act came into effect, yet 85% of pet owners in the UK say theHigh quality pet food brand, Purina ONE, is letting cats do the talking by featuring a real pet and cat owner quotes in its brand new advertising campaign.
Starring real owners and their pets in adverts is a first for Purina ONE; consumers who noticed a visible difference in their cat since feeding them Purina ONE were invited to enter them in the ‘ONE in a Million’ competition to become the feline face of the brand.
More than 300 entries were received from cat owners across the UK. The selection process whittled the entries down to a shortlist of seven, who were visited by a photographer to assess their suitability, based on heath, vitality and personality. A final list of three was then invited to attend a professional photo shoot in London.
Tuscan (pictured above with his owners), a cat from Surrey, was eventually crowned the winning feline and will be featured in the Purina ONE national advertising campaign, including national print, tube posters and billboard advertisements.
Stephanie Theobald, Senior Brand Manager on Purina ONE, said, “It’s very exciting to be able to involve our customers in this campaign. We really wanted to highlight the visible difference Purina ONE has made to so many cats’ health and wellbeing, so we consulted the true experts on cats – their owners – to use real life examples in our advertising campaign.
"As the ads show, Tuscan is a fantastic example, extremely healthy and well looked after cat and we are delighted he will be the face of Purina ONE. We hope to be able to put him on our current cat model list so we can use him in future campaigns.”
Neal Sagar, owner of Tuscan, was thrilled his cat had been chosen as the winner:
"We are very excited that Tuscan has been chosen as the winner and can’t wait to see the advertisements. Purina ONE has made such a difference to Tuscan, particularly in relation to his energy levels. He is now full of vitality, very inquisitive and loves to play. His fur is also much more sleek and shiny than it was previously.”
A total of £1.5m is being invested in this campaign, which is being supported with additional below the line activity including PR, online and radio.