Felix Advertising 1989-95 - How the cat that crept got the cream

1989-95 relaunch of Felix catfood, a minority brand in danger. Product reformulated and advertising budget for the first time.
Agency: BMP DDBAuthors: Les Binet and Richard Butterworth

Felix Advertising 1989-95: How the cat that crept got the cream

INTRODUCTION

Can you think of a grocery brand in a mature and established market that, after spending years as a relatively insignificant minor player, suddenly started to grow rapidly, overtaking the market leader in less than five years? More specifically, can you think of a brand that has achieved all this without significantly revamping the product, with parity pricing and with, at best, parity levels of distribution to its rivals?

If you can't, here's one: Felix....

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