Ultra Pet

The Cat One

Agency: Retroviral


'The Cat One' is the latest hit in pet brand's online video series, using humour to cut through category clutter to encourage the switch to a premium, South African, pet food brand.

Ultra Pet launched 'The Cat One', a follow up to the viral hit of the Summer - My Best Friend - and has already garnered more than 2.1 million views on TikTok -

Tara Pape, Ultra Pet Brand Manager says, 'We want to encourage pet owners - who are tired of paying extremely high prices for imported brands to switch and see how Ultra Pet gives their pets the optimal nutrition they need, at affordable prices.'

She adds, 'We did this with our latest branded content piece - in the form of performance art - in order to mimic the idiosyncrasies of cats that we see and love on social media channels, daily.'

According to Bloomberg, 15 per cent of all web traffic is driven by cat videos, and - since 2020 - there have been more than 50m Google searches for 'cat' per month.

This professional campaign titled 'The Cat One' was published in South Africa in July, 2023. It was created for the brand: Ultra Pet, by ad agency: Retroviral. This Content, Digital, and Film media campaign is related to the Food and Pets industries and contains 1 media asset. It was submitted 3 months ago by CCO: Mike Sharman of Retroviral.


Advertising Agency: Retroviral, Johannesburg, South Africa
Production Company: Panther Punch, Cape Town, South Africa
CCO: Mike Sharman
CD: Ndumiso Nyoni
MD: Pippa Misplon
AD: Kayli Botha
Director: Oliver Booth
DOP: Michael Carter
Producer: Bryony Webster
Writers: Mike Sharman, Oliver Booth, Glen Biderman-Pam



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