Fancy Feast: Love is in the Details.

We’re a long way from ‘ting ting’ and a glass goblet

Why is Fancy Feast so popular? It’s simple. Cats love it. Open a can and watch them come running. While the product is unassailable, the brand itself faces some of the same challenges as any other brand. Increased competition and an evolving digital landscape posed new challenges. The brand was also struggling with relevancy and how to inspire a new generation of cat lovers to feed Fancy.

To address these problems, we created a digital-first campaign to evolve the image of the brand and embody its sophistication in a modern way. It needed to speak to the unparalleled love cat people have for their feline families. We asked ourselves, “What does ‘fancy’ mean today?’

The resulting campaign incorporated product truths with the emotional truths our consumers have felt since the product was launched. LOVE IS IN THE DETAILS highlighted the unique touches in every can of Fancy Feast. It also acknowledged the cat owner’s desire to show love by feeding nothing but the best. With a clean LTF, rooted in the product, we created arresting work that gave people a whole new way to show their love.