The brief

Encourage millennial pet parents to feed their cats ‘Proper Food’

How we made positive change

We packaged our research into an attention-grabbing news story to warn against the health implications of feeding cats that don’t belong to you. Offering pet parents useful advice, we ultimately contributed to improving the wellbeing of the nation’s kitties.




people reached


pieces of national coverage


impactful partnership with national cat welfare charity delivered

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