Meow Mix wants to know how much cat owners love their cat. Enough to listen to the Meow Mix jingle for 12 hours straight?
Leo Burnett Canada and Meow Mix, the only cat food brand cats ask for by name, are putting cat lovers to the ultimate test – the Meow-a-Thon.
The 12-hour Meow-A-Thon video will be served as a pre-roll on YouTube and available on the Meow Mix website for cat lovers who want to earn cat food for their fur baby. Coupon codes will be revealed throughout the video as audio only, so cat owners must listen for the rewards. 19 unique coupons are up for grabs, with the codes varying in value as owners watch and listen. For those dedicated enough to make it to the end, there’s an exclusive Ultimate Reward Pack containing a variety of Meow Mix products. However, both the regular coupons and the Ultimate Reward Packs are limited, so if an owner misses a code, they’ll need to stay tuned to catch the next one before supplies run out.
“At Meow Mix, we understand the deep bond between cats and their owners,” stated Adam Zitney, vice president, marketing at J.M. Smucker. “The Meow-a-Thon taps into that connection, offering a unique and engaging way for pet parents to demonstrate their loyalty while reinforcing our commitment to providing the delicious products their cats love.”
For the campaign, the famous 1980s jingle was re-recorded using real voice talent to stay true to the original, for a nostalgic tune that resonates with cat devotees.
“Everyone knows and loves the Meow Mix jingle, but listening to anything for 12 hours is no easy task. The Meow-a-Thon is a fun way for the brand to show that they know how deep people’s cat love goes, and now it’s giving them a chance to prove it by not pressing skip on the longest pre-roll possible,” added Steve Persico, chief creative officer at Leo Burnett Toronto.
“It’s an iconic, nostalgic brand asset which is being used in a way it never has before to create a new and different experience. And while the Meow-a-Thon is definitely a test of endurance, there’s lots of fun hidden throughout to keep your attention while you collect rewards,” added Kohl Forsberg, executive creative at Leo Burnett Toronto.
The campaign launched on October 1, and the 12-hour video will run as a YouTube pre-roll ad for four weeks. It is also available here.
Credits:
Client: Smucker Foods of Canada Corp. [Meow Mix].
VP Marketing: Adam Zitney
Marketing Director: Leah Milne
Senior Manager, Integrated Media & Intelligence: Sarah Brown
Senior Brand Manager: Marla Shore
Assistant Brand Manager: Jenny Thorne
Agency: Leo Burnett Toronto
Chief Creative Officer: Steve Persico
Executive Creative Director: Kohl Forsberg
Senior Art Director: Jerry Yang
Senior Copywriter: Michael Carrey
Executive Producer: Emma Du Boisson
Producer: Mike Spilchuk
President: Ben Tarr
Managing Director, Account Service: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
VP Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Bianca LaPenna
Digital Project Director: Thomas Degez
Digital Project Manager: Lovina Agarwal
Web Developer: David Freedman
Digital Designer: Carrie Ma
Production Company & Editorial: Leo Productions
VP, Post & Print Production: Gord Cathmoir
Executive Producer: Janice Rebelo
Senior Developer, Editor & Animation: Dan Purdy
Editor: Jon Krogh
Audio House: Eggplant
Sound Director: Adam Damelin
Chief Audio Engineer: Nathan Handy
Audio Engineer: Peter Pacey
Executive Producer: Nicola Treadgold
Producer: Laura Merrett
Associate Producer: Nick Nadeau
Media Partner: Spark Foundry
SVP Media Planning: Paul Hewitt
Group Account Director: Elesia Stewart
Senior Media Planners: Verun Pillai & Penny Pensotes
Media Planner: Mackensie Leszczynski
Social Specialist: Serhii Mordak
