Campaign
Cats of the World
(Re)launching Gourmet Delight
Strategy
Creative
Production
4x Hero Commercials
Social Assets
Gourmet Delight needed a relaunch. The brand had strong retail presence but had drifted in a category crowded with indistinguishable cute-cat-eats-food advertising.
The challenge was how to reposition Gourmet Delight as the brand for cat owners who consider themselves a little above average, without pricing out the mainstream buyer. All while drawing attention to a new key ingredient; collagen.
Fox + Bear developed a creative campaign, rooted in the brand positioning and characters who reflect that perfectly. Elevated, self-assured and just self-aware enough to be in on the joke, it's premium without the pretense.
World domination? Delicious.
Cats don't just reflect their food. They reflect their owners. So instead of slow motion mouthfuls and a vague gesture towards 'natural ingredients', we mapped the landscape of cat food advertising, found the tired tropes and did something more interesting.
From evil-genius billionaires plotting world domination to wellness gurus, reality TV royalty and legendary newsreaders, we flip the script on these larger than life characters to step inside the cat's perspective, voicing their inner monologue as they fully embody their owner's persona.
The real insight wasn't just the idea, it was the format. Build a platform with no ceiling and the creative never runs out! Infinite characters, infinite stories (and cats) with executions that get funnier the further they go.
During the campaign, sales per store per week grew 78%. Not just a bump – a jump. The launch delivered more than double its planned impressions (2.2X) and reached around 60% more households than planned, at a CPM 55% more efficient than booked.
But for a comedy campaign, the number that matters is completion: did people stay for the joke?
Meow for the punchline – yes.
The films completed at up to 98% on streaming TV and around 89% on YouTube, at or above every benchmark – all four within a point of each other. The humour didn't just work once; it worked as a platform.
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