FMCG

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.

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.

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