Case Study: Meow Mix Promotes Message to ‘Think Like a Cat’ With Celebrity-Driven Media Tour and Branded Game Show

Company: Del Monte Foods Agency: Grand Central Marketing Timeframe: Summer-Fall 2008 In its messaging, Meow Mix, a Del Monte -owned cat food brand, is well-known for emphasizing an almost psychic connection between pets and their owners. In 2008, seeking to refresh its year-old “Think Like a Cat” campaign for Meow Mix, Del Monte turned to Grand Central Marketing to find new audiences able to see the world through a cat’s eyes. Grand Central has a history with Del Monte, working on several campaigns centered around generously budgeted, attention-getting events. In 2007, Grand Central and Del Monte opened an “Acatemy” in New York, where owners (or “pet parents,” as the brand officially terms them) could come and learn more about their cats. For the 2008 campaign they devised the “Meow Mix Think Like a Cat Game Show,” in which owners and their cats would compete over feline-based trivia for a prize.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.