Felix launches new brand campaign

Pet food brand Felix has launched a brand-new marketing campaign entitled ‘Felix – It’s Great To Be A Cat’.
Backed by a brand campaign spend of £3.7m and reaching an estimated 30m households, the campaign aims to see “maximum exposure through a cross-channel media campaign, encompassing TV and VOD, radio, shopper and social”.

Consumers will also be given the chance to participate in a Felix-inspired social challenge and playful AR game later this year.

In addition, Felix is launching limited-edition versions of its best-selling 12 and 40 packs for As Good As It Looks Ocean Feasts and As Good As It Looks Mixed Selection in Jelly.

Felix is the UK’s number one pet food brand, worth over £260m, with a 38% leading share of the wet cat single serve market and experienced 10.7% YOY growth (2020-2021).

Rebecca Marshall, Nestlé purina Felix senior brand manager, said: “The launch of Felix – It’s Great To Be A Cat is an exciting move for Felix as we continue building on the brand’s lovably mischievous personality and exploring new ways to connect with cat owners.

With so much going on in the world today, it’s important to enjoy moments of light-heartedness – starting with the little things cats do that make us smile. Felix – It’s Great To Be A Cat is a fun, playful campaign that is backed by big media investment, and I’m delighted we can finally share the tune I’ve been singing in my head for months”