Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program.

The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led by brand & marketing consultancy The Sister and creative agency Mother Tongue.

The animation series follows the playful antics of Ginger the kitten going about its ‘business’ while highlighting the many benefits of Breeders Choice. The insight-driven campaign hopes to engage with cat-loving audiences and make them think twice about what they’re picking up in store.

Brooke Tierney, founder of The Sister, said: “Most litter brands are produced by manufacturers who also make pet food, so they focus on what goes into the cat – our sole focus is on what comes out and helping pet owners make the better choice for their cats.

“We know that when it comes to cat litter, most consumers can’t tell you which brand they buy, it’s usually a description of the packaging or what it’s made from – paper, clay or crystals. Breeders Choice is well known as ‘the one with the ginger cat on the front’. Working with the creative team at Mother Tongue, we saw an opportunity to help educate consumers about what’s actually in their litter boxes and have some fun with it at the same time,” Brooke explained.

The Sister acts as the FibreCyle International brand team, essentially creating an in-house marketing team which can flex and expand on an ‘as needs’ basis. This unique business model has led to a collaborative multi-agency approach for the brand re-positioning and demonstrates a smart way to do business in the post-covid world.

Tina Funder, creative director at Mother Tongue said: “Working with The Sister who operate as an integrated arm of FibreCycle was a brilliant way of streamlining the creative process. It was an exciting project for an innovative brand who wants to push the boundaries. We love where we have ended up creatively, Ginger certainly stands out from the category, and we got there by collaborating with a talented bunch of smart operators.”

FibreCycle’s Managing Director, Steve Adams, said: “We have positioned ourselves as a pioneer and leader in the pet clean up industry, we have challenged the norms by focusing on the health of pets, the joy they bring us as people, as well as our planet.

“Working with our team at The Sister means that we have access to their extensive network of consultants from such a wide range of disciplines. They’re a big part of our day to day operations but they’re able upscale and downscale based on the needs of our business and we have seen great benefit of this way of working,” Steve added.

The animation series, which will run across multiple markets including Australia and the UK,

will be complemented by online advertising, social media, influencer marketing and media relations. The campaign is the work of a number of independent Melbourne agencies and consultants.

Credits: 

Client: Breeders Choice (Fibre Cycle)

Managing Director: Steve Adams, Fibre Cycle

CMO: Brooke Tierney, The Sister for Fibre Cycle

Marketing Manager: Kirstin O’Brien, The Sister for Fibre Cycle

Community Manager: Jack Arthur, The Sister for Fibre Cycle

Brand & Creative Strategy: Brooke Tierney, The Sister

Communications planning: Kate Provan, KgCommunications

Media Buying: Spark Foundry

PR: Jacinta Chapman, Terri Heard, Georgia Ahern & Catherine Schwerdt, Thrive PR + Communications

Creative Agency: Mother Tongue

Creative Direction: Tina Funder

Art Direction: Lana Daubermann

Design: Julia Cornelius

Illustration & animation: Marco Palmieri

Sound production: Abes Audio

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