RAWR Pet Food has teamed up with independent creative agency Thinkerbell to launch its new premium raw cat food range with an unusual campaign that puts felines at the centre of a Japanese-inspired degustation.
To mark the launch of the range, now available at Woolworths, the brand created what it describes as the world’s first Catshimi Omakase experience – a cat-friendly fine dining event designed to tap into Australia’s growing pet humanisation trend while educating owners about the benefits of raw feeding.
Held at Sydney Japanese restaurant Nakano Darling, part of the Hatena Group, the event reimagined traditional omakase dining for cats. Each course was developed in consultation with pet nutritionists and featured cat-safe ingredients plated in five-gram portions, with RAWR’s nutrient-dense collagen broth served as a sauce or garnish.
The activation was announced on Instagram in partnership with Nakano Darling, generating more than 1,000 social shares and hundreds of competition entries from cat owners around Australia.
Thinkerbell said the campaign was designed to stand out in the crowded pet food category by creating highly shareable content rather than relying on traditional advertising.
Content captured during the event has already been repurposed into social-first creative and will continue rolling out across digital channels to build awareness of the new range and drive consideration among shoppers at Woolworths.
Pru Thompson, founder of RAWR Pet Food, said the campaign connected Japanese dining culture with the brand’s nutritional philosophy.
“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,” Thompson said.
“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.”
Joe Ayat, head earned thinker at Thinkerbell, said the activation also sought to challenge perceptions around raw pet food.
“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,” Ayat said.
“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.”
