TEMPTATIONS
Project: Catch A Cat Burglar - Purry Duty
A talk-worthy crime with a mealtime twist
America’s #1 cat treat brand, TEMPTATIONS, wanted to break into the main meal category in a fame-driving way. The new Adult Wet Cat Food is irresistible enough to cause some major kitty mischief – creating a craveable story you can’t get enough of!
01The challenge
The pet food category is over 90% saturated. Faced with a new product launch, we needed to find a way to break through the noise to get people (and the media) talking about TEMPTATIONS Wet Cat Food.
02The solution
We uncovered that 1 of every 3 true crime podcast listeners owns a cat. So we turned to an unexpected medium, long-form radio, and created a “true-crime” podcast reporting directly from the courtroom.
Recruiting our community to crack the case
To create a winning case, we leaned into our communities to fuel a storyline and dissect the mystery, enlisting TV’s favorite detective Chris Meloni to host it. We told the story with the help of true crime influencers, showcasing the facts and encouraging fans to listen along. To help solve the crime, they were summoned for “Purry Duty” and encouraged to cast their vote to determine the verdict.
03The impact
A Top 25 Series in Apple Podcasts’ Comedy and Fiction
In the court of public opinion, social leads. We crafted our story with familiar tropes our fans crave and share in their feeds. Our celeb partnership helped break through top-tier pop culture media as the series generated 2.4 billion impressions, and our new product reached bowls in over 1.5 million households.
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