How Woof Agency turned Fancy Feast into a Meowchelin Experience for 5.6M+ Cat Lovers
RETAIL | FOOD
The Client
Purina Fancy Feast is a heritage pet food brand, known for delivering gourmet meals for cats since 1980.
The Brief
Purina sought to inspire cat owners across Singapore to reimagine mealtime as a fine-dining experience for their pets. The goal was to drive awareness and trial, while reinforcing Fancy Feastâs positioning as the go-to brand for premium, high-quality cat food.
Woof tapped into the power of social-first storytelling with a "Meowchelin Dining Experience" campaign.
Research has shown our target audience loves spoiling their cats and wants the very best for them. We partnered with 15 micro- and 24 nano-influencers in Singapore on Instagram and TikTok to showcase their cats enjoying a carefully curated 4-course Fancy Feast meal.
The cats were framed as âfeline connoisseursâ and careful instructions were given on how to plate and present the food, mimicking a Michelin dining experience.
The content celebrated Fancy Feastâs range, quality, and versatilityâwhile also driving participation in a giveaway where customers could win $1,000 in fine dining vouchers at a Michelin-starred restaurant.
The Solution
The Result
The campaign achieved an impressive 20% average engagement rate combined across all posts.
Most importantly, it positioned Fancy Feast as a lifestyle-driven, emotionally resonant choice for todayâs cat parents willing to pay a premium, with users rushing to comment on how they couldnât wait to spoil their cats with a Fancy Feast meal of their own
200K
IMPRESSIONS
ENGAGEMENT RATE
5.6M
COMBINED REACH
20%
Check out some of the posts đ
-
![]()
@brossymeowington
-
![]()
@Nekokeikochan
-
![]()
@jingwensathome
-
![]()
@luxmondi
-
![]()
@thetrigulttons
-
![]()
@jingwensathome
