New Grumpy Marketing Campaign
Campaign for Friskies cat food features internet sensation Grumpy Cat, highlighting importance of internet celebrities in increasingly online society.
An innovative new advert for the major cat food brand features Grumpy cat, the cat whose pugnacious features gained her internet fame.
The video, co-branded with Buzzfeed and Petsmart, a pet store firm, follows a loveable dog named Happiness who recognizes Grumpy Cat in the aisles of a PetSmart. Happiness tries his best to meet Grumpy as she tries her best to avoid Happiness at all costs.
Jason Vita, Senior Manager Shopper Marketing for Nestlé Purina PetCare, which owns Friskies, commented on the unique advert.
“It’s a hilarious concept and we are definitely excited to partner with BuzzFeed to produce this latest installment of great online pet-content. “The interaction between Happiness and Grumpy is one that will not disappoint, so check it out!”
The video was designed to shed light on the fact that cats are allowed in Petsmart stores also, something which Tabatha Bundesen, Grumpy Cat’s owner, was also eager to highlight.
“You could tell Grumpy was very comfortable being inside PetSmart for the filming. As soon as she saw her face on the Friskies Variety Pack with exclusive Grumpy Cat packaging, it’s like she felt right at home. It helps that PetSmart is a pet friendly environment for both cats and dogs.”
The ad campaign highlights the impact that internet celebrities (even feline ones) are having on consumers. With a growing focus on the internet businesses could learn to use the web famous to promote their own work.