Meow Mix Cat Cafe Has Consumers Fe-line Fine - Event Marketer

Meow Mix Cat Cafe Has Consumers Fe-line Fine

DB_Gold_Meow Mix_2005 Ex
Brand: MEOW MIX
Agency: GRAND CENTRAL MARKETING
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2005

What was Meow Mix doing signing a two-week lease for a 2,500 square-foot storefront in a high-traffic area in Manhattan? Launching a pop-up shop—in this case, a temporary restaurant for cats and their owners—to introduce the brand’s first wet cat food.

The Meow Mix Café featured a large dining room (for pets and people), a gift shop and interactive games. Meow Mix invited cat owners to bring their felines and hired street teams to drum up excitement.

A cause overlay sent $20,000—part of the take from gift shop sales—to the ASPCA.

In two weeks, the outlet sold 14,000 pouches of wet food to more than 2,000 people, and about two dozen visitors brought their feline friends. The café generated hundreds of broadcast and print stories, and more than 1,000 radio mentions.

“We spent $250,000 and eventually got $10 million in p.r. [value],” says Richard Thompson, ceo of Meow Mix. “That’s a win in any marketer’s book.”

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