In case you hadn’t noticed, cat videos rate well on YouTube. So, FCB Chicago did no great creative leap to find the idea for its viral campaign for Del Monte’s Meow Mix cat food.
The out there part of the campaign is that the jingle has been around since 1970.
The campaign involves a series of music video versions of Meow Mix jingle – some by the agency and some by the brand’s users.
FCB Chicago and FCB/RED, its brand engagement and shopper unit, kicked off the campaign by creating an electronic dance music version.
The new mix was created by US DJ and techno music artist, Ashworth, with talent sourced by creative music agency, Jingle Punks.
[Warning: If you have a low tolerance for relentless repetitions of electronic miaows, turn sound off now.]
Next to come is a country music version.
Meanwhile, on the website called Its Meow Time, people can create their own mixes and record themselves singing with their cats, to win a trip to Hollywood to film a meow mix video.
To highlight the jingle’s makeovers, Meow Mix is setting up a mobile recording studio between August 13 and 16, in Columbus Circle in New York City. There, Meow Mix cat parents can join country music star Kellie Pickler to create their own versions of the jingle for a good cause. For every jingle recorded, Meow Mix will donate 100 meals to the Food Bank of New York for cats in need.
