Cat owners love to help out other kitties, so we capitalized on this insight by creating a campaign for Friskies Bacon founded in purpose-driven sharing. And then we found Bacon the cat (who truly exists) to front it.
The idea included personalized social responses, a can countdown and experiential elements such as a SXSW campaign stand and ‘Bacon’s Bus’ where Bacon the cat went on the campaign trail to key markets donating cans to shelters.