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TBWA\LONDON unveils Origami inspired print campaign for Whiskas’ ‘Oh So…’ Range

20\06\2007

View ‘Whiskas ‘Origami’’

Whiskas®, the leading cat food brand, is launching a national print campaign created by TBWA\LONDON, to communicate the key product benefit of the ‘Oh so…’ product range to cat owners — namely that the Whiskas Oh so… range contains whole pieces of meat or fish.

Leading photographer Rankin shot the ‘Origami’ campaign, which will launch on 29th June and run for a ten-week period across press, in-store, trolley panels, online media and DM.

The charming ads consists of 5 executions, each using the product packaging to create an origami animal specific to one of the thirteen available flavours, ranging from an origami chicken and cow to represent the flavours in the ‘Oh so…Meaty’ range to a fish for the ‘Oh so…Fishy’ range.

The campaign builds on the ‘Expressions’ brand campaign running over the past eighteen months, which illustrated the happiness that each unique relationship brings through poems by owners expressing the individual quirky habits and behaviour of their cat. The ‘Origami’ campaign focuses on the fact that giving your cat really tasty food is part of a happy relationship.

Helen Nott, Whiskas Marketing Manager said, ”The campaign illustrates the key product message in a unique and appealing way.”

The campaign was created by Alex Holder and Ollie Kellett. Media planning was through MediaCom.

-ends- For further information or images please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

Notes to editors Credits

Project name - ‘Oh So Origami’ Client - Helen Nott, Marketing Manager, Whiskas Brief - Illustrate that Whiskas Oh so… range contains whole chunks of meat or fish Creative agency - TBWA\LONDON Copywriter - Ollie Kellett Art director - Alex Holder Planner (creative agency) - Kate Winter Media agency - MediaCom Media planner - ZenithOptimedia Media spend £ - undisclosed Photographer - Rankin Photographer’s agency - Rankin Retouching company - E Graphics Exposure - National press, in-store, online and DM.

Author:

Avril Canavan

Tags:

whiskas

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