With the second leg of a 34-city tour just underway Del Monte’s 9Lives brand is savoring the results from the first wave of the campaign. The brand’s Daily Essentials cat food line reported an eight percent boost in bagged food sales since starting the campaign plus a five percent spike in canned food sales a major jump for its category.
“We wanted to change our brand from being purely transactional—meaning consumers bought it because they bought it for the past five years or because of coupons or simple in-store execution—to a platform that was more engaging ” Ryan Thomas 9Lives’ brand manager told Buzz.
To create an emotional connection with consumers the brand is partnering with local shelters to provide free cat food and on-site adoption opportunities to consumers from aboard its nine-bed bus. The vehicle features UV-coated windows on one side that allow people outside the bus to see the cats plus a convertible detached trailer that transforms into a mobile command center for children complete with a kid-sized cat door. The exhibit also has an obstacle course filled with inflatable life-sized bags of cat food interactive game kiosks and a pet care clinic.
The tour’s first flight started in September in Los Angeles where American Idol judge Randy Jackson adopted a cat. It relaunched Friday in San Francisco. Agency: RedPeg Marketing Alexandria VA.
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