Meow Mix begins Meow-a-Thon
By Derek Winkler
Smucker Foods of Canada has begun a promotion for its Meow Mix pet food brand called the “Meow Mix Meow-a-Thon.” Developed by Leo Burnett Toronto, the online promotion consists of a 12-hour loop of the brand’s jingle as a pre-roll video on YouTube and at the Meow Mix website. As the video plays, 19 coupon codes will be displayed, allowing consumers to save more money the longer they watch. Those who watch the entire 12-hour video will receive an “Ultimate Reward Pack” of Meow Mix products. The campaign will run for four weeks. Media work is being handled by Spark Foundry.
“Everyone knows and loves the Meow Mix jingle, but listening to anything for 12 hours is no easy task,” said Steve Persico, chief creative officer at Leo Burnett Toronto. “The ‘Meow-a-Thon’ is a fun way for the brand to show that they know how deep people’s cat love goes, and now it’s giving them a chance to prove it by not pressing skip on the longest pre-roll possible.”