We brought to life the well established ‘8 out of 10 cats prefer Whiskas’ strapline, actively demonstrating cats’ preference as the chase ran through the streets. We focussed on free-flowing routes adjacent to static traffic in the opposite direction, creating the fastest, most visible chase. The stunt worked in perfect harmony with the ad campaign, but most importantly created something unmissable closer to the point of sale, obliterating top of mind awareness for the competition.

The campaign was a huge success. Top of mind awareness rose from 47% to 61% amongst cat owners. Market share remained static despite 2 competitive launches in 2004. PR was generated on TV, radio and press and Masterfoods had consumers calling with congratulations. The idea is being rolled out globally.