Cat owners are being encouraged to “Trust the Purr” in a new global campaign from WHISKAS®, the popular cat food brand. The initiative, launched by Mars, isn’t just a marketing slogan; it’s the culmination of five years of research focused on understanding what truly drives feline preference. The campaign centers around a bold claim: 9 out of 10 cats love WHISKAS®, a figure backed by testing conducted by the company. This isn’t about what pet parents *think* their cats like, but what the cats themselves demonstrate through their reactions.
The shift in approach reflects a growing understanding within the pet food industry that cats are discerning consumers with strong opinions. While owners make the purchasing decisions, the ultimate test lies in whether the cat will actually eat – and enjoy – the meal. The “Trust the Purr” campaign aims to highlight this dynamic, putting feline reactions front and center. Understanding cat food preferences is a growing area of interest for pet owners, with many seeking options that cater to their cat’s individual tastes and nutritional needs.
To prove their claim, WHISKAS® orchestrated what they’re calling the “world’s biggest cat casting call,” inviting feline submissions from 27 countries via Instagram. From this pool of over 580 entries, 30 cats were selected to star in the campaign’s out-of-home (OOH) advertising and social media content. The campaign likewise features prominent cat influencers, including Charlot Cat from Portugal, Kingston the Kitten from the UK, and Winston the British Shorthair from the Netherlands, further amplifying the message to a wider audience.
A Multi-Year Renovation Driven by Sensory Science
The “Trust the Purr” campaign isn’t simply a new advertising push; it supports a significant, multi-year renovation of the WHISKAS® product itself. According to Katie Griffiths, Global Brand VP at WHISKAS®, the changes were driven by direct feedback from cat owners. A common complaint? The often-unpleasant smell of traditional cat food.
Mars responded by assembling a team of thousands of pet experts to reimagine the formula, utilizing sensory science and aroma profiling to create a more appealing scent for both cats and their humans. The updated recipe underwent rigorous testing with over 1,000 cats and their owners, ensuring the new taste, texture, and aroma would resonate with feline palates. This research led to an increase in the brand’s confidence, moving from a long-held claim of “8 out of 10 cats love WHISKAS®” to the updated promise of “9 out of 10 cats love WHISKAS®.”
Putting Cats to the Test: Taste Tests and Influencer Partnerships
The campaign’s creative execution relies heavily on authentic feline reactions. Footage of cats taste-testing the new WHISKAS® recipe is a central element, showcasing their honest responses. This footage is complemented by collaborations with cat influencers, who are sharing their own cats’ experiences with the new formula through social media.
Influencers and pet parents received bespoke kits to conduct head-to-head taste tests, comparing the new WHISKAS® recipe with their cats’ usual food. The resulting content, designed to be unfiltered and genuine, captures moments of feline approval – or, occasionally, discerning rejection. The campaign’s OOH advertising, including a takeover of London Waterloo station beginning April 6th, features the diverse cast of feline stars selected through the Instagram casting call.
The emphasis on real cat reactions is a deliberate strategy, according to Andre Sallowicz, Creative Partner at AMV BBDO, the agency behind the campaign. “Effectiveness starts with a strong product truth,” Sallowicz explained. “In this case, the fact that 9 out of 10 cats prefer the new WHISKAS® recipe gave us something incredibly powerful to work with. Creatively, our job was simply to let cats prove it themselves, turning a scientific claim into something engaging, shareable and instantly believable for cat parents everywhere.”
The NielsenIQ Study Behind the Claim
The “9 out of 10 cats love WHISKAS®” claim is based on a NielsenIQ study conducted in 2025. The study surveyed 300 cat owners in the UK, asking them if their cats enjoyed the taste of the new WHISKAS® recipe. While the study provides a specific data point, it’s important to note that it’s based on a sample size of 300 UK cat owners and may not be fully representative of all cats globally.
The campaign’s success hinges on convincing cat owners that their feline companions will genuinely enjoy the new WHISKAS® formula. By prioritizing cat preference and showcasing authentic reactions, Mars hopes to build trust and strengthen its position in the competitive pet food market. The focus on aroma, a key factor in feline feeding behavior, demonstrates a deeper understanding of the nuances of cat nutrition and the importance of creating a positive mealtime experience.
Looking ahead, WHISKAS® will continue to monitor consumer feedback and refine its formula based on ongoing research. The brand plans to expand the campaign’s reach to additional markets and explore new ways to engage with cat owners and their feline friends.
What are your thoughts on the new WHISKAS® campaign? Share your experiences and your cat’s preferences in the comments below!
