MMB Backs Cat Food Launch With Spots

BOSTON Meow Mix this weekend breaks TV spots introducing its line of wet cat food via independent McCarthy Mambro Bertino.

One 15-second execution shows an orange tabby, wearing a yellow rain slicker and hat, performing the well-known “Meow-meow-meow-meow” jingle. Another 15-second commercial features a singing cat sporting goggles and water wings. A voiceover says, “Now, cats can’t wait to get wet. Introducing new Meow Mix wet pouches in seven deliciously fresh flavors.” The spots are tagged, “Tastes so good, cats ask for it by name.”

“Meow Mix has always been in the dry category,” said Carrie Parks, MMB account director. Marketing wet cat food “is one of the biggest initiatives they’ve undertaken in a while.”

The effort marks the first for the brand from MMB since the Boston agency added the business after MDC Partners-backed Kirshenbaum Bond + Partners resigned creative chores [Adweek, July 14]. MMB had previously done some project work for the client.

Meow Mix spent about $15 million on ads last year and about $5 million through May, per Nielsen Monitor-Plus.