Challenge

Garner publicity and generate buzz around the launch of a new line of gourmet Fancy Feast cat food, Elegant Medleys restaurant inspired feline cuisine.

Insight

The upscale cat food market is growing more than ever, as pet owners are looking to pamper and indulge their pets.

Results

Over 1 million newspaper impressions, 2.5 million radio impressions, 53 million indirect television impressions. 50 thousand unique visitors to the website, with 13 thousand signing up for the online sweepstakes.

Solution

Develop an integrated experiential event at the Aspen Food and Wine Festival, the premier gourmet food event in the U.S., by executing a Gallery of Elegant Menu’s concept and recreating famous gourmet meals, such as Joe DiMaggio’s dinner with Marilyn Monroe, while at the same time, seeding the Elegant Medley restaurant inspired varieties in a premium manner.

Full Details

Branding
Developed a comprehensive branded environment and program logo.

Promotions
Orchestrated a one-of-a-kind event that positioned Fancy Feast Elegant Medleys as a brand that equates with the premium culinary world.

PR
Media spectacular featured the arrival of the Fancy Feast cat in a private jet.

Partnerships
Celebrity Chef Rocco Dispirto created appetizers and was on-site for the Gallery opening for autograph signings.

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