Whiskas asked Juice Creative to develop and roll out a massive in-store campaign supporting their WWF-partnered on-pack promotion. The central proposition was: “Help Protect a Tiger”.
There was a powerful need to make an instant emotional connection with the consumer. This prompted us to make the key creative decision to replace the adult tiger from the Whiskas pack with an appealing tiger cub.
At all stages during the project’s development, we aligned our creative solutions closely with the Whiskas brand beliefs. Once the creative treatment was locked down, we developed it in multiple formats, across multiple channels, ready for a nationwide rollout.
The Whiskas/WWF campaign proved a huge success. The in-store KPIs were not only met but doubled – and in some cases quadrupled! As well as securing prestigious solus gondola end positions in five of the UK’s biggest groceries, it was showcased as “best practice” in the Waitrose Brand Guidelines.