With more tube-style wet cat treats hitting the market, Delectables Squeeze Up needed to stand out and become the go-to name in the category. We knew pet owners love sharing their cats’ funniest, most chaotic moments online, so we built on that truth with the idea, “When they want a Squeeze Up, you’ll know.”

Using real cat owners (and their untrained but very expressive cats), we created UGC-style content that blended naturally into social feeds and felt authentic to pet lovers. The campaign performed so well it grew into two national TV spots, this time starring the pros.