Hate cats? Whiskas believes its Cat Conversion System can turn cat haters into cat lovers and it is looking for cat haters to prove it right. The cat adoption program by CHEP Network, AMV BBDO, and EssenceMediacom and Enthral, is launching first in Australia.
New research commissioned by Whiskas demonstrated that countless Aussies are overlooking the perfect pet without realising it, with one in six Australians (15%) admitting to disliking, or even outright hating cats. However, 74% of them have never actually owned or lived with a cat, meaning their opinions are based purely on perception rather than experience. At the same time, 91% of Australians agree that cats deserve a loving home, yet 62% say they have no plans to foster or adopt in the next 12 months.*
The research coupled with the fact that Australian shelters are overflowing and more than 39,000 cats are in need of homes**, told Whiskas, CHEP and AMV BBDO that introducing The Cat Conversion System, an online platform designed to give so-called cat haters the chance to step outside their comfort zones and foster a feline, would help in building awareness of the issue, and increase cat fostering and adoption.
Andre Sallowicz, creative partner at AMV BBDO, explained, “If cat lovers already have a cat, who’s left to adopt? The Cat Conversion System targets sceptics, people who think they dislike cats but have never lived with one. By giving them a firsthand experience, we can turn doubt into love and find more shelter cats forever homes.”
The launch campaign kicked off with cryptic out-of-home ads announcing, “Cat Haters Wanted” to attract curiosity, before revealing the full message across OOH, print and social. Feline dubious haters are then directed to a website where they’re invited to foster a cat for a few weeks, experiencing firsthand the simple joys (and occasional frustrations) of a purring cat, encouraging permanent adoption and increasing cat ownership.
On TikTok, Whiskas will use a first-of-its-kind ‘dislike algorithm’ – the more sceptics swipe past cat videos, the more they’ll be identified for recruitment, turning traditional engagement tactics on their head. Meanwhile, Whiskas will prove that love is possible by sharing the journeys of some cat converts and demonstrating that the “system” works.
Teaming up with dedicated rescue groups, 9 Lives Project Rescue and Hills Cat Rescue, Whiskas is making sure that each participant is matched with the perfect cat for their lifestyle. To make the transition even smoother, participants will receive the ultimate digital Cat Conversion Kit, that includes discounts on Whiskas Cat food & Cat Essentials with online retailer Pet Circle, expert tips and tricks on cat fostering & behaviour and constumer care support.
A handful of participants was selected to document their two-week experience in real time on social media. The brand’s Insta Stories and TikTok Playlists will share daily content, allowing other Aussies to follow along, offer advice and perhaps be converted themselves. The best footage from these cat adopters will be compiled into a humorous social film, capturing the highs and lows of transforming cat cynics into devoted cat lovers – naturally featuring Whiskas products throughout the journey.
The full campaign – social, print, and OOH – will call on Australians to put their scepticism aside with messages such as, “Honestly, if there was anyone else, we wouldn’t be asking,” and “You like cats the least. That’s why we need you the most.” Postcode targeting will ensure Sydney and Melbourne‘s most cat-hating suburbs see theads, and Australians will then be served with heartwarming tales of converted cat sceptics, proving love can indeed flourish.
PR and talent agency, Enthral, brought together a powerhouse lineup of local talent to drive the earned media campaign, including Australian TV personality, Jamie Durie, in the role of the ‘Cat Sceptic,’ welcoming three-month-old foster kitten Iskra into his home to put his feline reservations to the test. Meanwhile, radio and TV personality Jo Stanley, a proud and self-confessed ‘Cat Lover’, teased the campaign, sharing her passion for pets in collaboration with the brand. Leading chief behavioural scientist and professor, Dr Juliette Tobias-Webb, added her expertise dissecting the new Whiskas research in national media interviews.
Gavin McLeod, CCO of CHEP Network, stated, “Whiskas’ work has been nothing short of amazing, sparking a genuine connection with Aussies in a way that feels both fresh and familiar. It’s the kind of creativity that doesn’t just stand out, it purrs. Having gone through my own cat conversion (courtesy of my daughter’s determination) a while ago, it was amazing to help create something that could change attitudes at scale and make a real difference.”
Andre Sallowicz, creative partner at AMV BBDO, added, “If cat lovers already have a cat, who’s left to adopt? The Cat Conversion System targets sceptics, people who think they dislike cats but have never lived with one. By giving them a firsthand experience, we can turn doubt into love and find more shelter cats forever homes.”
Credits:
Client: Mars Petcare
Brand: WHISKAS
Australia Portfolio Marketing Director: Camille Shepherd
Australia Brand Manager: Alessandra Vella
Global Brand Director: Chris Rodi
Global Marketing Manager: Victoria Gell
Creative Agencies: CHEP Network & AMV BBDO
CCOs: Nadja Lossgott & Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Will Brookwell & Louis Prenaud
Agency Planning Team: Suzy Barker & Brian Williamson
Agency Account Team: Laura Balfour & Stephanie O’Neil
Agency Social Team: Matt Henry, Avalon Cole & Ben Casey
Media Agency: EssenceMediacom
PR & Talent Agency: Enthral
