Relaunch the famous Meow Mix brand, and prepare it for an IPO.

Background - A famous petfood brand with an infamous jingle. Bought by a private equity company who wanted to relaunch and reinvigorate the brand before selling it.

Business challenge - Pet food had moved on from the unhealthy cat foods of the 80’s.

Creative Strategy - Cat owners are ‘maternal’ and like to spoil their pets. New Meow Mix was a blend of healthier food and indulgent snack.

Creative Approach - Bring back the old jingle in a more relevant way. Build on the emotional relationship between cat and owner. To do this we created a TV channel for cats.

Results - Meow TV became a media event with over 250,000,000 impressions. The brand was sold within 18 months for a 16-fold profit