Whiskas, the popular cat food brand, has teamed up with CHEP Network, AMV BBDO, and EssenceMediacom to launch an innovative campaign aimed at turning “cat haters” into “cat lovers.” The new cat adoption initiative, called ‘The Cat Conversion System,’ is kicking off in Australia.
As part of the initiative, Whiskas has collaborated with rescue groups 9 Lives Project Rescue and Hills Cat Rescue. Australian TV personality Jamie Durie, who has opened his home to a foster kitten named Iskra, also joins the campaign. Durie takes on the role of the ‘Cat Sceptic’ to challenge his reservations about felines by fostering the three-month-old kitten.
Radio and TV star Jo Stanley, a self-proclaimed “Cat Lover,” is also involved, promoting the campaign and sharing her love for cats in collaboration with Whiskas. Additionally, leading behavioral scientist Dr. Juliette Tobias-Webb has analyzed new research from Whiskas, providing expert insights during national media interviews.
The campaign began with eye-catching out-of-home ads that called for ‘Cat Haters,’ gradually revealing the campaign’s full message across various platforms including OOH, print, and social media. This message directs people to a website where they are encouraged to foster a cat for a few weeks, with the goal of promoting permanent adoption and increasing overall cat ownership.
Whiskas’ new research highlights that many Australians are overlooking the ideal pet without realizing it. The study found that one in six Australians (15 percent) admit to disliking or even hating cats, yet 74 percent of them have never owned or lived with a cat. Despite 91 percent agreeing that cats deserve loving homes, 62 percent have no plans to foster or adopt within the next year.
With more than 39,000 cats in Australian shelters waiting for homes, Whiskas is promoting its online platform, ‘The Cat Conversion System,’ designed to help skeptics foster a cat and discover the joys of having a feline companion.
On TikTok, Whiskas will use a ‘dislike algorithm’ that identifies users who swipe past cat videos, targeting them for recruitment. This unconventional tactic will be supported by targeted ads in the most cat-skeptical neighborhoods in Sydney and Melbourne.
The campaign will feature the stories of several individuals who have successfully converted from “cat haters” to “cat lovers” to demonstrate the system’s success.
Participants in the campaign will receive a comprehensive ‘Cat Conversion Kit,’ which includes discounts on Whiskas products and essentials from online retailer Pet Circle, along with tips on fostering and caring for cats. A select few will also be invited to document their two-week fostering experience on social media.
Media agency EssenceMediacom has used data-driven insights to identify households that are most likely to be open to pets but remain skeptical about cats. The omnichannel campaign will include social media, print, and OOH ads, targeting people with messages like: “Honestly, if there was anyone else, we wouldn’t be asking. You like cats the least. That’s why we need you the most.”
Gavin McLeod, CCO of CHEP Network, praised the campaign, saying: “Whiskas has done something remarkable, creating a real connection with Aussies in a fresh yet familiar way. It’s the kind of creativity that stands out and resonates deeply. I’ve gone through my own cat conversion, and it was incredible to help create something that could change attitudes and make a real impact.”
Andre Sallowicz, creative partner at AMV BBDO, explained: “The Cat Conversion System is aimed at skeptics—those who think they dislike cats but have never lived with one. By providing them with a firsthand experience, we hope to transform doubt into love and find more shelter cats permanent homes.”
A TikTok spokesperson added: “At TikTok, we’re always exploring new ways for brands to engage with users. This unique approach taps into how people naturally use the platform, creating an experience that is both effective and relatable.”
Camille Shepherd, Brand Director at Whiskas, concluded: “At Whiskas, we believe every cat deserves a loving home. The Cat Conversion System is our way of challenging misconceptions and showing that even the most skeptical individuals can experience the joy of having a feline companion. This campaign isn’t just about increasing adoption rates; it’s about changing hearts and minds.”
Related Topics
