CHALLENGE

More competitors are coming into the wet cat treat space and Delectables needed to maintain their position as the leader. We needed to develop a paid social campaign to reach younger audiences and a broadcast campaign for mass reach.

“When they want a Squeeze Up, you’ll know” was based off of the insight that cats can’t resist this lickable treat and they’ll let you know in their own way. But instead of just resizing our TV spots, we created social-first, Instagram & TikTok content that would feel truly native to the platform. We reached out to real cat owners and had them capture what their cat would do for a Squeeze Up for authentic content.

We then followed up with the traditional, more polished, broadcast production and spots under the same concept.

RESULTS

The campaign is still live but initial results show significant increases in both CTR and engagement.