Felix launches new campaign to drive pet owners into stores

FELIX®, the UK’s number one pet food brand, has launched a brand-new marketing campaign entitled FELIX® – It’s Great To Be A Cat to connect with shoppers and drive them into stores.

Kicking off with a playful TV advert, FELIX® has created a catchy, upbeat jingle and short scenes that celebrate the moments that make it great to be a cat. Visuals include Felix, the brand’s animated, mischievous mog, choosing hazardous resting spots just to be coaxed down by a treat or nestled warm and cosy on a rainy day. At the heart of the campaign sits lovable mischief and real cat behaviour, while honouring the special bond existing between pets and their owners.

Backed by a brand campaign spend of £3.7M and reaching an estimated 30M+ households, FELIX® – It’s Great To Be A Cat will see maximum exposure through a cross-channel media campaign, encompassing TV and VOD, radio, shopper and social. Consumers will also be given the chance to participate in a Felix-inspired social challenge and playful AR game later this year, driving engagement.

In addition, FELIX® is launching limited-edition versions of its best-selling 12 and 40 packs for As Good As It Looks Ocean Feasts and As Good As It Looks Mixed Selection in Jelly. These will feature the new FELIX® – It’s Great To Be A Cat creative identity to further awareness, available from mid-2022.

Rebecca Marshall, Nestlé Purina FELIX® Senior Brand Manager, said: “The launch of FELIX® – It’s Great To Be A Cat is an exciting move for FELIX® 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® – It’s Great To Be A Cat is a fun, playful campaign that is backed by big media investment, and I’m delighted we can finally share the tune I’ve been singing in my head for months!”

FELIX® is the UK’s number one pet food brand, worth over £260m and almost twice the size of its nearest competitor. With a 38% leading share of the wet cat single serve market, FELIX® has been the market leader for the past five years and experienced 10.7% YOY growth (2020-2021).