FRISKIES: Family movie chronicle - Movie production done by cats and dogs

Miroslaw Smolewski

Campaign details

Brand owner: Nestlé
Agency: Liquid
Brand: Friskies
Country: Poland

Executive summary

The aim of the campaign was to involve current and potential clients in long-term activities, to build awareness and prove that Friskies is a family brand suitable for all house pets. It was crucial to increase market share in the dog-food category and stabilize market share in the cat-food section.

The agency's strategy was to combine different activities across the internet as well as a stationary event in Miedzyzdroje. As a leading communication channel, they chose social media, specifically Facebook, because the brand had a fanpage already. In addition, they used an online campaign to support contest activities on the Friskies fanpage.

Market background and business objectives