Our first social-forward campaign was built on the truth that cats can’t resist a Squeeze Up and they’ll let their owners know in unmistakable ways. Rather than simply repurposing TV spots for social, we created content designed to feel authentic to each channel. Partnering with real cat owners, we captured humorous moments showcasing the lengths cats will go to for a Squeeze Up.

The campaign later expanded into CTV and broadcast, translating the same creative idea into a more polished, high-production execution.

The campaign continued to resonate with the traget, maintaining performance above category benchmarks for more than a year.

Collaborating closely with the social team, we grew the Delectables social channel from 3K to 20K+ followers in one year and tripled engagement. I helped define the brand’s social tone of voice, stay ahead of trends, and lead the creation of consistent, social-first content to build our engaged community. I also oversaw creative for specific key tentpole moments and influencer-led holiday activations.

Yes there’s such a thing called CatCon. And we showed up. Working closely with the CatCon events team, we directed the design of the booth and determined the activities that would draw the crowd.