UNCLE Ben's is capitalising on the loyalty of cat owners towards their pets, with a new $2m-plus marketing campaign for its Whiskas Vita Bites range.
The campaign uses "animal logic" to promote the taste proposition and includes in-store activity, direct marketing, billboards and TVCs that use advanced animation and state-of-the-art production techniques.
Uncle Ben's marketing manager Hamish Thomson said the product launch was the "biggest taste revolution in the [dry pet food] market for 25 years" and the campaign focused on the relationship between cats and their owners.
"Cats are considered a part of the family--it's a trusting, caring relationship," he said.
"We are promoting this as a new, innovative product to put within the feeding regime."
Thomson said cat owners tended to be brand loyal, but there was scope for consumers to "trade up" to a premium product for their four-legged furry friend.
"Consumers tend to be set and loyal (with their purchase decisions), but they will trial something if it's new and different.
"This is food for pets, not just pet food."
A supporting TV campaign will launch next week and features a dancing mouse and advanced animation.
