The objective for this Fancy Feast campaign was to take on a more humorous approach and stray away from Fancy Feast's typical creative style. The goal was to develop vibrant, eye catching scenarios that actually relate to the lives and actions of a cat. The consumers are intended to better relate to these ads by actually picturing their own pets behaving like the animals in these ads. However, the other message being conveyed is that the products' ingredients do in fact contain real chicken, fish, or turkey: the food is nutritious, beneficial and can do no harm to your pet.
In addition to a series of 3 magazine ads, the other media to be used shall consist of bus shelters and billboards throughout urban areas. Some of the target audience cannot be reached via magazine ads due to their busy lifestyles. The other media outlets are meant to reach them when they are traveling to work, to the grocery store, or to wherever they choose to go during their free time.