Squeeze Ups

WHEN THEY WANT A SQUEEZE UP, YOU’LL KNOW.

Do you own a cat? Do you give them Squeeze Up treats? If you don’t they probably hate you. I’m sorry to break the news.

Our objective for the campaign was to grow market share for Squeeze Up treats, making it the “Kleenex” of the wet tube cat treat category.

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. 

So, we worked with real cat owners and their talented cats, sent them drop kits to film themselves with virtual direction, and created paid content that tricked everyone into watching our ads! Next stop, world domination! Mwahaha.

This campaign is rolling out in two phases: Phase 1 being the paid social. Stay tuned for Phase 2, where we’ll see some fun scenarios adapted for TV!