Delectables launches in Australia with new Deliciously Delickable campaign via Communicado
To celebrate its entry into the Australian market, wet cat treat brand Delectables has launched a new campaign via creative agency Communicado, to lure even the fussiest cat into their owner’s arms.
To cement the link between Delectables and delicious, every touchpoint shows how cats will turn a look of refusal into a lick of approval when presented with Delectables’ Lickable Cat Treats or Squeeze Ups wet cat treats.
The full funnel campaign rolls out across BVOD, OOH, social, PR, retailer sampling and point of sale. The funny film spots showcase the unique appeal of Delectables’ two launch products: Squeeze Ups and Lickable Cat Treats.
“When it came to launching Delectables lickable cat treats in Australia, we decided to let cats’ tongues do the talking,” says Simon Fleming, Associate Creative Director at Communicado. “But the real treat was for us to be working with so much incredible feline talent all of whom couldn’t resist the delicious taste.”
And if Aussies have concerns about treating their cats, not to worry: Delectables aren’t just delicious, they’re good for them too.
The products themselves are designed with cats in mind. With Lickable Cat Treats, meat and sauce are entangled together, ensuring cats can lick up all the delicious flakes of meat and leave nothing behind.
The Squeeze Up treats are a smooth and creamy puree, designed to be licked straight from the tube to create a bonding moment between owner and cat. Because of these creds, Dr Kate Adams from Bondi Vet has been signed on as an official brand ambassador.
“Delectables are so delicious, and they’re also really good for cats,” says Louise Berecic, Delectables Senior Brand Manager. “They’re high in protein, low in calories and provide added hydration for cats who typically don’t drink a lot of water. They also provide a great way for cats and owners to interact and bond. With this campaign we wanted to get tongues wagging (literally) so that Australian cat owners hear about how fantastic Delectables really are.”
The full campaign is live from 9th November.
Fiercely independent, with a ‘can do’ attitude, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australia’s most loved brands.
Client: Unicharm Australasia
General Manager Marketing: Michael Joel
Senior Brand Manager, Delectables: Louise Berecic
Creative Agency: Communicado
Executive Creative Director: Annie Price
Associate CDs: Chris Buchanan & Simon Fleming
Writers: Glenn Dalton & Chris Buchanan
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Senior Account Manager: Narayanan Subramani
Head of Content & Social: Anna Barham Kumar
PR Senior Account Director: Claudia Frederick
PR Senior Account Manager: Angie Darras
PR Account Co-Ordinator: Tiana Saad
Media Agency: Cole Media
General Manager: Candice Cole
Media Director: Amanda Olsen
Digital Director: Robyn Cameron
Social Media Manager: Kelly Newey
Production: Monster and Bear
Director: Sarah Hickey
Head of Creative: JC Reyes
Photographer: Tuscany Gray
Producers: Samantha Haines, Clara O’Sullivan & Steph Watson
Post: Ryan Bird
Sound: Production Alley
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