Rachel Ray Nutrish somehow proves there’s a softer side to cats (they’re already so soft) (creative strategy)
The brief: Drive awareness of Rachel Ray Nutrish cat food, made with real ingredients your cat will love.
The problem: When looking at special diets, familiarity, and cost, switching pet food brands is not an easy task.
The strategy: BuzzFeed reaches plenty of cat owners, but the problem remains convincing them to switch. To make this possible, we focused on the relationship between them, to open up perspective and gain a way in to reach this audience. The tension between cat and owner can take many forms, but we leaned into the point at which their lives become entangled and created uplifting content made to hit big emotions.
The execution: This was a sprawling ask that took many forms, the most impactful being a custom video that resulted in someone who didn’t like cats actually adopting the cat she was paired with (!!). If that’s not a big enough “aww” moment, we also sent an illustrator to CatCon to draw mashup portraits of owners and their cats, further illustrating the loving relationship. Fun site-level content rounded out the executions.
The result: This campaign was a huge success, and cemented a years-long partnership between BuzzFeed and the client, giving us the opportunity to create more content for more Rachel Ray Nutrish products. Not to mention we successfully paired a foster cat with her new mom!
