With more tube-style wet cat treats entering the space, Delectables Squeeze Up treats needed to grow market share. They asked us to brand them as the “Kleenex” of the tube treat category through a social media campaign. Our pets are the true stars of social media, and owners love posting videos of their pets doing crazy things. That simple insight led my partner Lexi and I to come up with the “When they want a Squeeze Up, You’ll Know”  idea. 

We tapped into ownable moments all cat parents can relate to, then brought those scenarios to life through UGC-style content that feels true to consumer’s personal feeds. Rather than working with expensive professionally trained cats, we found real cat owners and their unprofessional but talented cats, sent them drop kits to film themselves with virtual direction, and created paid content that tricked everyone into watching our ads. It worked so well we ended up making two TV spots out of the favorite scenarios from our social campaign where, yes, we did pay for professionally trained cats.