WHISKAS® celebrates cat happiness with six purrfect worlds

The WHISKAS® brand, a 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 EssenceMediacom, DOOH.com, and GroupM OOH, Purradise™ is the latest instalment 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.”

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 offer customers various promotions including the chance to win thousands in cash and other prizes.

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