How TWA turned Fancy Feast into a Meowchelin Experience for 5.6M+ Cat Lovers

RETAIL | FOOD

200K

IMPRESSIONS

ENGAGEMENT RATE

5.6M

FOLLOWERS REACHED

20%

The Client

Purina Fancy Feast is a heritage pet food brand, known for delivering gourmet meals for cats since 1980.

The Brief

  • Purina wanted 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 Feast’s 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 proved our target audience loved spoiling their cats and wanted the very best for them. So we partnered with 15 micro and 24 nano influencers from Singapore across Instagram and TikTok to showcase their cats enjoying a carefully curated 4-course Fancy Feast meal.

  • The cats were framed as ‘feline connoisseurs’ and careful instructions were given on how to plate and present the food, mimicking a Michelin dining experience.

  • The content celebrated Fancy Feast’s range, quality, and versatility—while 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 today’s cat parents willing to pay a premium, with users rushing to comment on how they couldn’t wait to spoil their cats with a Fancy Feast meal of their own

Check out some of the posts 👋

  • @brossymeowington

  • @Nekokeikochan

  • @jingwensathome

  • @luxmondi

  • @thetrigulttons

  • @jingwensathome