Marketing Featured Southeast Asia

In this ad, cats mount an uprising against owners for proper seafood

Kuala Lumpur, Malaysia – Our furry friends do so much for us, and it’s always an endearing imagination on what really goes on their minds, and if ever, have we wronged our pets one way or another.

In a very playful campaign by pet food brand ProDiet, cats divulge their real emotions towards their owners, who demand they be given real seafood.

Composed of a film and microsite, the campaign ‘Kami Nak 100% Makanan Laut!’ (We Want Real Seafood) showcases cats as though leaving threatening messages for their owners demanding real seafood and meeting in a cat parliament called ‘Parlimeow’. The campaign also sees cats raising protest slogans including ‘nine lives matter’ and spreading tips and tricks for their fellow cats to learn how to deal with owners’ non-compliance to real food requests.

Created together with integrated communications agency Reprise, its Creative Director Mandar Wairkar jovially said the agency flexed its ‘cathletic’ minds, even bringing cats in for ‘focus group discussion’.

Wairkar continues, “They meowed, we listened. Since cats are notoriously fussy eaters, we chose to give them a dissenting voice to demand for better food. And ProDiet’s proposition of 100% real seafood has allowed us to create a pet revolution of sorts. Something that is by cats, for cats.”

With a presence in Malaysia, ProDiet is an international brand that delivers pet nutrition for cats of all life stages. Its main brand promise is using 100% real seafood where its products offer real fish pieces.

The brand’s CEO PY Choy commented, “We were excited by the enthusiasm of the Reprise team to challenge this idea of 100% Real Seafood. What better way to show this off than through the cats? This quirky idea of cats not getting the real deal and standing up to their owners was very compelling, with the campaign having potential for further legs down the line to show the aftereffects of this cat uprising. A fun, bizarre, and comical campaign that we hope all cat and pet owners will enjoy.”

The quirky messaging of the campaign is bolstered through the campaign microsite which features commentary, posters, and a petition to join the uprising for real seafood.

Mandar adds, “By getting into the minds of cats, we played out these very real problems from their perspective and imagined how the conversation would go between them. The lingo, grammar, and spelling are all reflected in cat-speak, so to say. It was a tremendously fun process to reimagine things in this way, and we definitely hope Malaysians find it a-meow-sing.”

The integrated campaign is in Bahasa Malaysia and runs until March, with the film released across all digital platforms.