Description
The WHISKAS® brand, a trusted leader in cat food since 1958, is excited to unveil Purradise™ - a new campaign celebrating the ultimate destination of cat happiness.
Created in partnership with AMV BBDO, Weber Shandwick and EssenceMediacom, Purradise™ is the latest installment in the Purr More brand platform, launched in 2021. WHISKAS® understands that for pet parents, purrs are precious and hard-earned, but deeply rewarding. With a mission to make all cats purr more, WHISKAS® puts its delicious product range at the heart of Purradise™—a guaranteed way to bring more purrs.
The global campaign, launching first across European markets including the UK, France, Germany, Italy and Poland in January 2025, Purradise™ is designed to take cats and their parents to the ultimate destination of feline satisfaction. Featuring six lands, each Purradise™ territory satisfies the different needs of cats, through highly nutritious and delicious WHISKAS® meals. The campaign shines a spotlight on classic favourites and exciting new offerings such as the WHISKAS® AROMATIC SELECTION™ range, a delicious new 2025 addition to the WHISKAS® product family. From lounging on mouse pedalos at Gravy Lake to basking in heavenly scents on Aroma Island or scaling Mount Crunch for kibble rewards, each land is a vibrant, sensory world that captures the essence of cat contentment.
“Purradise™ exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the WHISKAS® range” said Annie Argyle, European Brand Director at WHISKAS®. “The ‘purr’ is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
Purradise™ is a multi-million-pound campaign designed to ensure a fully immersive 360° consumer experience. The campaign will be activated via Digital, Social, Radio, OOH, PR, and in-store activation. 20-, 15-, 10- and 6- seconds social ads will be complemented by radio spots that transport listeners to a bustling train station, where a magical announcement heralds the imminent departure of the WHISKAS® Express to Purradise™. As part of the campaign, the brand will also introduce a digital out-of-home experience in iconic locations, including Piccadilly Circus in London, featuring a QR code that leads pet lovers to a fun, interactive game. In the game, players will journey through the lands of Purradise™, having the chance to win a number of prizes.
Designed to captivate cat parents and their feline friends, the Purradise™ lands were meticulously crafted in the studio with a cat-first approach to material selection. The social media films, directed by Isabel Garrett through BlinkInk, were shot using in-camera stop motion, with CGI used only for the kibble storm around Mount Crunch. Every other element was built as a physical set.
In a bid to engage consumers, the WHISKAS® brand has also worked with Waltham Petcare Science Institute to create six cat personality types, providing insights into their cat’s happiness and supporting pet parents in understanding their cats better. In addition, the WHISKAS® brand will also be offering customers various promotions including the chance to win thousands in cash and other prizes.
Explore the wonders of Purradise™
The WHISKAS® brand idea of Purradise™ combines the well-being of cats with the satisfaction of every cat’s diverse needs. Every meal brings out the best in your feline friend, with recipes designed to nourish and satisfy.
To highlight the uniqueness of each cat and celebrate their individual personalities, the WHISKAS® team has joined forces with Dr. Tammie King - a cat behaviourist from Mars Petcare’s science centre, the Waltham Petcare Science Institute to curate six personality types for cats. This research will be used to launch the WHISKAS® Purrsonality Quiz, where consumers can answer questions based on their cat’s character to reveal their dominant personality type. Each personality type is then matched with the ideal WHISKAS® product and its corresponding land in Purradise™.
The Inquisitive Cat (Aroma Island): Curious, explores the world through senses
The Independent Cat (Gravy Lake): Prefers own company, likes peace and quiet
The Easy-going Cat (Surf and Turf Land): Agreeable, open to try new things
The Active Cat (Feather Valley): Quick, Energetic, chases and runs
The Playful Cat (Mount Crunch): Loves playing with laundry, toys, games
The Pampered Cat (Pampered Plains): Enjoys being pampered and loves human interaction
This professional campaign titled 'Purradise™' was published in Multinational Europe and United Kingdom in January, 2025. It was created for the brands: Mars Petcare and Whiskas, by ad agencies: AMV BBDO, EssenceMediacom, and Weber Shandwick. This Film and Integrated media campaign is related to the Pets industry and contains 2 media assets. It was submitted 7 days ago.
Credits
Client: Mars Petcare
Brand: WHISKAS®
Client team: Chris Rodi, Victoria Gell, Katie Griffiths, Annie Argyle, Polina Ponomarenko, Nivashnee Moodley and Ioana Codreanu
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Ben Smith and Dan Kennard
Agency Planning Team: Suzy Barker, Jo Costello and Maddie Burnell
Agency Account Team: Poppy Wilson, Hannah Tall and Hannah Sonde
Agency Deployment Team: Vicki Lavington and Louis Batten-Foster
Agency Production Team: Polly Lowles
Production Company BlinkInk
Director: Isabel Garrett
Producer: Sebastian Jowers
Executive Producer: Josef Byrne
Head of Production: Alex Halley
Director of Photography: Ronnie McQuillan
Stop-motion Animators: Tobias Fouracre, Steve Warne and David McShane
Art Director: Brin Frost
Compositors: Simone Ghilardotti, Alasdair Brotherson and John Malcolm-More
VFX Supervisor / Compositor: Rob Ward
3D Kibble Animation: Blow Studio
2D Water Animation: George Johnson
Studio: Clapham Road Studios
Grading: ETC
Grade: Andi Chu
Colour Producer: George Blomiley
Sound Studio: King Lear
PR Agency: Weber Shandwick
Media Agency: EssenceMediacom
In-Store Media Team: Mars United Commerce
3D OOH Creative Production: DOOH.com
Game Creative Production: DOOH.com