Speaking of numbers
As many as 37.7% of Italians have a pet; this figure has grown a lot in recent years,
for example, in 2017, only 33% of the population responded affirmatively to question
“do you have pets?”.
At the moment, in Italy, it is estimated there are approximately 7.9 million domestic cats.
Speaking of food
If in past centuries the meals of house cats were mainly composed of waste
of lunches and dinners of their masters.
Now most owners buy cat food designed by specialists with the right ingredients directly
of lunches and dinners of their masters.
Now most owners buy cat food designed by specialists with the right ingredients directly
in supermarkets and supplements for optimal health.
There are many brands that deal of pet food and cat food, these are the ones taken
into consideration for the research.
Speaking of market
The dog and cat-only food market in Italy has reached a value of approximately 2,500 million euros.
Trends in the pet food market
Spread of "premium" products and in general a greater willingness to spend for the well-being of pets.
Increase in dedicated space in supermarkets and increase in chains specializing in pet products.
The products are increasingly specific to the individual animal: considering age, breed, level of physical activity and any pathologies, allergies or intolerances.
Increase in dedicated space in supermarkets and increase in chains specializing in pet products.
The products are increasingly specific to the individual animal: considering age, breed, level of physical activity and any pathologies, allergies or intolerances.
Narrative themes
Unique moments will often be shown of lightheartedness between cat and its owner, without filters.
Customers will always remain updated thanks to periodic publications on social media
and forums.
and forums.
The new brand is attentive to respecting the planet, collaborating with the customer
to carry out small significant actions.
What does the brand do?
It is a brand of cat food that aims to strengthen the bond between humans and animals through play, guaranteeing excellent products for the cat's health.
and positively influencing the owner's mental health.
and positively influencing the owner's mental health.
Mental Health - Playfulness - Information - Sustainability & Social business
Golden Circle
WHY? Sharing your life with a cat it brings joy, comfort and reduces emotional stress in a person's daily life.
HOW? Strengthening the intimate connection between the cat and its human, encouraging interaction from which mutual knowledge arises.
WHAT? Offering cat food that is much more than a food, that embraces the carefree lifestyle of the cat and its human.
Who is the target?
“The Sold Out”
Work weighs on his days, and that's why he can't wait to go home to drink a beer with friends playing board games, exploiting the purr of her kitten as an anti-stress.
Work weighs on his days, and that's why he can't wait to go home to drink a beer with friends playing board games, exploiting the purr of her kitten as an anti-stress.
“The Flower Daughter”
University student who eats lunch looking at recipes of botanical cuisine on Instagram.
Afternoons skateboarding are his favorite pastime, but only after compulsive shopping for his cat.
University student who eats lunch looking at recipes of botanical cuisine on Instagram.
Afternoons skateboarding are his favorite pastime, but only after compulsive shopping for his cat.
What is the name of the new brand?
The new brand is told using English words that are immediate and clear to the chosen target. Maintains a playful tone, posing a reminder of something that attracts than to the cat itself, deliberately placed under the spotlight.
The payoff that completes it will broadcast the founding values of the brand.
The payoff that completes it will broadcast the founding values of the brand.
Payoff
"You'll end up falling in love"
Catchi's payoff wants to represent and encourage the deep and intimate relationship that arises between man and animal, in the name of fun and sharing.
Creative Concept launch Campaign
IDEA
Catchi celebrates quality time spent in company, enhancing food, as a symbol of joy
and sharing.
PROTAGONISTS
Giulia, Elisa, and Andrea together to their cats Jesse, Baloo and Tequila.
Giulia, Elisa, and Andrea together to their cats Jesse, Baloo and Tequila.
The campaign is multi-subject, to give a more complete vision of the headline "Every day is a party!".
Indeed, what Catchi celebrates it is the special bond that is renewed everyday.
Indeed, what Catchi celebrates it is the special bond that is renewed everyday.
Setting
The environments will always be different, giving rise to multiple scenarios,
based on the stories
that will be told.
based on the stories
that will be told.
Giulia finds herself sharing her missed romantic dinner with Jesse, who always manages to make her smile again even in the most difficult moments.
Elisa is celebrating her birthday, and is taken by surprise by the arrival of the most beautiful gift: Baloo, the cat she has always wanted, who will make every day more special!
Andrea is home sick, but this it won't stop him from making his night a party: he has already ordered a take-away pizza and is ready to share dinner and blanket with Tequila, who will fall asleep first, filling the room with her purring.
Dooh Ooh
Dealer: IGP Decaux
Package: Digital shelter billboards
Package: Digital shelter billboards
Garibaldi: for those between one call and another dedicates themself to online shopping for themself and her cat.
City Life: for those who go to City Life to "study" and gets distracted by watching advertisements.
Wagner: For those who have just moved to live alone and treat their cat like their own child.
Missori: for those who are in session and take risks to forget that you have a cat to feed.
Influencer Marketing
Type: ADV
Objective:
Start of dissemination of the brand and its image across platforms of content creators.
Start of dissemination of the brand and its image across platforms of content creators.
Approach:
- Sending Catchi products to content creators.
- Guide to Catchi values to have the tools to talk about the brand.
- Authentic and natural sponsorships, for greater effectiveness and trust in communication.
- Sending Catchi products to content creators.
- Guide to Catchi values to have the tools to talk about the brand.
- Authentic and natural sponsorships, for greater effectiveness and trust in communication.
PLAN
Spin the wheel to find out which souvenir photo of your cat you have to show.
If you have the type of photo requested, you will win a Catchi product for your four-legged friend!
Share your photo on social media, tagging Catchi or using the hashtag #SpinToWin, to participate take a survey and win a Kitty Yoga class.
Spin the wheel to find out which souvenir photo of your cat you have to show.
If you have the type of photo requested, you will win a Catchi product for your four-legged friend!
Share your photo on social media, tagging Catchi or using the hashtag #SpinToWin, to participate take a survey and win a Kitty Yoga class.
PLAN
Experience the psychophysical benefits of yoga in the company of cute little furry balls!
In this fun and relaxing lesson you will be able to cultivate the practice of surrounded yoga
from adorable kittens who will help you to relieve stress.
Experience the psychophysical benefits of yoga in the company of cute little furry balls!
In this fun and relaxing lesson you will be able to cultivate the practice of surrounded yoga
from adorable kittens who will help you to relieve stress.
Launch
The months chosen for the launch campaign are September and October.
During the first month the objective is to increase public awareness and officially present the product.
During the following month, the focus will shift towards customer loyalty, taking advantage of the events organized by the campaign. October holds particular importance for Catchi, as it is dedicated to promoting mental health.
During the first month the objective is to increase public awareness and officially present the product.
During the following month, the focus will shift towards customer loyalty, taking advantage of the events organized by the campaign. October holds particular importance for Catchi, as it is dedicated to promoting mental health.
