RAWR Pet Food creates Catshimi Omakase for cat social community in new work via Thinkerbell
To launch RAWR’s brand new raw pet food for cats in an incredibly cluttered category, Thinkerbell created the world’s first Catshimi Omakase experience to highlight the health benefits of nutrient dense and natural cat food, and encourage cat owners to trade up to their brand new premium cat food product available at Woolworths.
Tapping into the phenomenon of ‘pet humanisation’, the cultural shift where pet parents project their own lifestyle choices onto their furry best friends, RAWR hosted a bizarrely delightful cat-friendly omakase dining moment, that acted as fuel for the algorithm and in turn created thousands of advocates in social feeds across the Australian cat community.
Announcing the unique eating experience for cats via Instagram in partnership with Japanese restaurant Nakano Darling, part of Hatena Group, the news spread far and wide across social feeds with over 1,000 shares and hundreds of entries with cat lovers nation-wide.
Every course of the Catshimi Omakase brand experience at restaurant Nakano Darling was a feline riff on a Japanese classic made in consultation with pet nutritionists. Each bite was cat-safe and plated in delicate 5g bites, with RAWR’s nutrient-dense collagen broth drizzled through as a sauce or pooled as a garnish.
At the event, Thinkerbell captured hundreds of pieces of content that were quickly transformed into social first creative the same day and will continue to be rolled out long term to drive brand awareness and consideration at the Woolworths checkout.
Says Pru Thompson, Founder, RAWR Pet Food: “Japan has given us both the joy of cat cafés and the pinnacle of raw dining. With Catshimi Omakase, we’re bringing those worlds together. Our unique cat dining degustation helped us highlight the real cat food that RAWR has created to mirror a cat’s natural prey diet – high in protein and fat, low in carbohydrates, and naturally high in moisture to support hydration.”
Says Joe Ayat, Head Earned Thinker, Thinkerbell: “The Catshimi Omakase is a love-letter to high-craft, raw cuisine and was intended to tackle some of the prevailing misperceptions around raw pet food. As a nation who froths a fresh plate of sashimi, this moment gave us the opportunity to feed the algorithm and highlight how felines love raw dining too.”
The activation was covered by news media and in social feeds including Today Show, Time Out, Eat Drink Play, Ramen the cat and Sylvester Stallone the cat – helping drive brand fame and LLM visibility for RAWR Pet Foods.
CLIENT: RAWR Pet Food
CREATIVE, EARNED & SOCIAL: Thinkerbell
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