A global brand purpose and strategy for Whiskas

Kantar helped the pet food retailer create a purposeful, connected communications strategy, for greater brand awareness and award-winning campaigns.


Whiskas lacked a meaningful purpose; moreover, global and local teams were disconnected, leading to inconsistent brand communications.


Kantar uncovered white-space territory, focused on the notion that cat owners recognize and celebrate their cat’s true nature, distilled in the purpose: 'Nurture Nature'. Used purposeful positioning methodology Global-Localizer™ in three key Whiskas markets to test this purpose and give it more meaning on a global and local level.


Whiskas was able to use the new purpose as the 'North Star' - a way to reorient all parts of the organisation, from product formulation to CSR campaigns.


Whiskas increased its brand awareness, enjoying 10,000 social media uploads/donations during the “Pledge a Paw” campaign.

Its “There is a big cat in every little cat” advertising campaign, built from the new purpose, won two Silver Cannes Lions and unlocked business growth.

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