Catch A Cat Burglar: Purry Duty

Client: TEMPTATIONS

In a pet food category that’s over 90% saturated, it’s increasingly challenging to break through. Faced with a new main-meal cat food offering, we needed to find a unique way for America’s #1 cat treat brand to cut through the clutter.

We needed to find a platform worthy of sharing our irresistible new product. Everyone knows the internet loves cats, but our task was to find a way to stop pet parents in their scroll with TEMPTATIONS™ cat content. Introducing “Catch a Cat Burglar: Purry Duty”, a “true crime” podcast reporting directly from the Court of Claw to cleverly show how irresistible new TEMPTATIONS™ Adult Wet Cat Food is for cats. We served up a "who done it" story of a pet store robbed of the new irresistible TEMPTATIONS Wet Cat Food. Told across five episodes, the story mirrored a typical court case with opening statements, testimonies, closing arguments and a concluding episode that revealed the listeners’ final 'fur-dict'. By the end of the trial, "Catch a Cat Burglar: Purry Duty" reached over 2.4 billion PR impressions across 640 placements, a 200% increase in the brand’s share of voice and ranked as a Top 25 podcast series in Apple Podcast’s Comedy and Fiction category. And thanks to the help of the general public and their 2,850 total votes, Mr. Pawgers was declared NOT GUILTY by just two votes!