Agency: Grand Central Marketing Inc.
Client: Del Monte Foods
Meow Mix generated a considerable amount of mileage out of its “Think Like a Cat” game show, which allowed cat owners, accompanied by their felines, to show off their cat prowess. The TV program, which aired on the Game Show Network five times and was hosted by well-known game-show host Chuck Woolery, drew 1,200 people to an eight-city tour for auditions. “Cat-testants” were narrowed down to eight finalists after going through a three-step process: a 20-question multiple choice quiz on cat facts; a behavioral examination of the cats; and a screen test of each owner and cat by a panel of experts, which included Vincent Pastore from the Sopranos and Lee Meriwether, the original movie Batwoman.
The finalists were flown to Hollywood to compete in three rounds: “The Fast and the Furriest”, in which owners had to call their cats to them in a race; “Are You as Smart as a Cat?” – a trivia game; and “Do You Think Like Your Cat?” in which owners had to predict their cat’s behavior. The winning team competed in a $1 million bonus round. Meow Mix products were integrated into the show’s content. Three days prior to the show, a Hollywood-style premiere was held where guests walked down an “orange” carpet. Famous game show hosts Monty Hall (Let’s Make a Deal), Peter Marshall (Hollywood Squares) and Richard Karn (Family Feud), as well as all-time Jeopardy! champion Ken Jennings, were in attendance.
Word about Think Like a Cat traveled far and wide, generating more than 250 million media impressions, including television coverage of the orange carpet, which aired on 25 stations. More than 1 million viewers tuned in to the show. All contestants received a goody bag of Meow Mix samples and more than 10,000 products were distributed.