WHISKAS turns ‘cat haters’ into ‘cat lovers’ in bold new adoption campaign via CHEP Network, AMV BBDO London + EssenceMediacom
WHISKAS, a trusted leader in cat food since 1958, is turning self proclaimed ‘cat haters’ into ‘cat lovers’ through an innovative new program in partnership with CHEP Network, AMV BBDO and EssenceMediacom. Launching first in Australia, WHISKAS new cat adoption campaign ‘The Cat Conversion System’ aims to change perceptions, increase cat adoption and make more people in the world fall in love with feline friends.
New research commissioned by WHISKAS reveals that countless Aussies are overlooking the perfect pet – without even realising it. The trusted cat food brand is on a mission to prove that every pet lover has untapped potential, they just might not know it yet. The study has uncovered some surprising insights into Australians’ attitudes toward cats revealing that one in six Australians (15%) admit to disliking, or even outright hating cats. But here’s the kicker: 74% of them have never actually owned or lived with a cat, meaning their opinions are based purely on perception rather than experience. At the same time, an overwhelming 91% of Australians agree that cats deserve a loving home, yet 62% say they have no plans to foster or adopt in the next 12 months.
With Australian shelters overflowing and more than 39,000 cats in need of homes, the gap between perception and reality is clear: many Aussies are missing out on the joys of feline companionship simply because they’ve never experienced it firsthand. To bridge this gap and turn scepticism into love, WHISKAS is introducing the “Cat Conversion System”, an online platform designed to give so-called cat haters the chance to step outside their comfort zones and to foster a feline and see for themselves what they’ve been missing.
The launch campaign kicked off with cryptic out-of-home ads announcing “Cat Haters Wanted” to garner curiosity before revealing the full message across OOH, print and social. Feline dubious haters are then directed to a website where they’re invited to foster a cat for a few weeks, experiencing firsthand the simple joys (and occasional frustrations) of a purring cat, encouraging permanent adoption and increasing cat ownership.
On TikTok, WHISKAS will employ a first-of-its-kind ‘dislike algorithm’ – the more sceptics swipe past cat videos, the more they’ll be identified for recruitment, turning traditional engagement tactics on their head. Meanwhile, WHISKAS will prove that love is possible by sharing the journeys of some cat converts and demonstrating that the “system” works.
Teaming up with dedicated rescue groups 9 Lives Project Rescue and Hills Cat Rescue, WHISKAS is ensuring each participant is matched with the perfect cat for their lifestyle. To make the transition even smoother, participants will receive the ultimate digital ‘Cat Conversion Kit’, which includes:
- • Discounts on WHISKAS Cat food & Cat Essentials with online retailer Pet Circle
- • Expert tips and tricks on cat fostering & behaviour
- • Consumer care support
WHISKAS will then select a handful to document their two-week experience in real time on social media. The brand’s Insta Stories and TikTok Playlists will share daily content, allowing other Aussies to follow along, offer advice and perhaps be converted themselves. The best footage from these cat adopters will be compiled into a humorous social film, capturing the highs and lows of transforming cat cynics into devoted cat lovers – naturally featuring WHISKAS products throughout the journey.
Media agency EssenceMediacom has taken a data-driven approach to identify households that are most likely to be open to pets – but sceptical towards cats. Through an omni-channel campaign, social, print, and OOH will call on Australians to put their scepticism aside with messages like, “Honestly, if there was anyone else, we wouldn’t be asking.” You like cats the least. That’s why we need you the most.”. Postcode targeting will ensure Sydney and Melbourne‘s most cat-hating suburbs see bespoke ads, and Australians will then be served with heartwarming tales of converted cat sceptics, proving love can indeed flourish.
PR and talent agency, Enthral, brought together a powerhouse lineup of local talent to drive the earned media campaign. Renowned Australian TV personality Jamie Durie stepped into the role of the ‘Cat Sceptic,’ welcoming three-month-old foster kitten Iskra into his home to put his feline reservations to the test. Meanwhile, beloved radio and TV personality Jo Stanley, a proud and self-confessed ‘Cat Lover,’ teased the campaign, sharing her passion for pets in collaboration with the brand. Adding expert insight, leading chief behavioural scientist and professor Dr. Juliette Tobias-Webb dissected the new WHISKAS research, offering her analysis in national media interviews.
Camille Shepherd, WHISKAS Brand Director said: “At WHISKAS, we’re devoted to helping all cats live healthy and happy lives and believe that every cat deserves a loving home. The Cat Conversion System is our way of challenging misconceptions and showing that even the most sceptical individuals can find joy and companionship in a feline friend. By fostering a cat, people can experience the unique bond that forms and, hopefully, decide to make it permanent. This campaign is not just about increasing cat adoption rates, but also about changing hearts and minds.”
Gavin McLeod, CCO of CHEP Network said, “Whiskas’ work has been nothing short of amazing, sparking a genuine connection with Aussies in a way that feels both fresh and familiar. It’s the kind of creativity that doesn’t just stand out, it purrs. Having gone through my own cat conversion (courtesy of my daughter’s determination) a while ago, it was amazing to help create something that could change attitudes at scale and make a real difference.”
Andre Sallowicz, Creative Partner at AMV BBDO said,”If cat lovers already have one, who’s left to adopt? The Cat Conversion System targets skeptics, people who think they dislike cats but have never lived with one. By giving them a firsthand experience, we can turn doubt into love and find more shelter cats forever homes.”
A spokesperson for TikTok said, “At TikTok, we’re constantly developing clever ways to help brands connect with users scrolling through their For You Feed. This innovative approach allows brands to tap into that natural TikTok behaviour, engaging audiences in a way that’s both effective and resonates with how people use the platform.”
The stories captured in Australia will be followed everywhere through the brand’s global social media channels on Instagram and TikTok.
For more details, visit www.catconversionsystem.com
Client: Mars Petcare Brand: WHISKAS
Client team: Camille Shepherd (Portfolio Marketing Director for Australia), Allesanda Vella (WHISKAS Australia Brand Manager) Chris Rodi (WHISKAS Global Brand DIrector) and Victoria Gell (WHISKAS Global Marketing Manager)
Agencies: CHEP Network and AMV BBDO AMV BBDO
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Will Brookwell and Louis Prenaud
Agency Planning Team: Suzy Barker and Brian Williamson
Agency Account Team: Laura Balfour and Stephanie O’Neil
Agency Social Team: Matt Henry, Avalon Cole, Ben Casey
Media Agency: EssenceMediacom
PR & Talent Agency: Enthral
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