Cat food shopping just became a little bit more tactful with the Purina Cat Chow Cattitude campaign that celebrates the diva present in all felines. An ad campaign associated with the CATS musical, this ad speaks to pet owners who adorn their cats with copious amounts of affection. Purina targets feline owners with their prima donna-worthy 100% complete and balanced nutrition high-quality cat chow.
To launch its latest line of cat chow, Purina used photographer Ian Campbell to fuse the cat chow product with the CATS musical, with manicures done by Natalia Zurawska. With the creation of the Cattitude gimmick to attract pet owners, the cat chow targets owners who wish to feed their pets only the highest grade of cat food. Presented as a luxury feline food product, the cat chow ads feature a bright white spotlight highlighting a blue bag of cat chow. Reminiscent of a runway show catwalk, the hands of several CATS performers viciously claw for a piece of the luxurious bag of cat food.
The agency for the ad is Lowe Roche.