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Your obsession’s obsession

TikiCat

Social
Digital
Broadcast
Audio

Big cat person energy.

Cat ownership has been on the rise since 2023, and while there's no shortage of brands out there to answer the demand, none of them really capture what makes cat people a different breed. That is, until cult-favorite premium cat food Tiki Cat decided to go from niche speciality offering to the main character of the mainstream cat food aisle. With a recent acquisition by General Mills opening the door to food, drug, and mass retail, Tiki Cat needed a new brand platform that could take what made it a cult favorite and make a whole new audience obsessed.

The challenge

No copycats here.

Tiki Cat had a devoted following in pet specialty and a portfolio cats loved, but had low awareness beyond its core audience. As the brand expanded into new retailers, Tiki Cat needed to introduce itself without losing the cat-obsessed authenticity that existing fans loved.

The Strategy

Feeding the obsession.

Cat people truly are a special breed. They don’t just love their cats. They obsess over them. And it shows. Their obsession is literally on their clothes and furniture. It’s taken over their algorithms and their camera rolls. Their entire lives revolve around something small enough to fit in a shoebox – and often does.

And we thought that was worth celebrating. Because obsession isn’t something you hide. It’s something you embrace. And that’s why we set out to show that Tiki Cat’s real, whole ingredients don’t just feed your cat. They nurture the bond between you.

THe Creative

Your obsession's obsession

Rich in color and playful cattitude, our work expresses our audience’s obsession in a way that’s as fun as it is eye-catching. With monochromatic sets, dynamic visual effects, and plenty of charismatic kitties, the campaign debuts a fresh look and feel that sets Tiki Cat apart from a sea of category sameness. While many brands keep humans and cats at arm’s length, we prioritized big hugs, genuine affection, and deeper connections to celebrate what it truly means to be a proudly obsessed cat person.

Partnering with proud cat mama and director extraordinaire, Krystina Archer, along with Rodeo FX, we built a visual language that’s distinctly Tiki Cat. Confident, bold, and unapologetically devoted to cats and the quality of the food they eat. Real food cats will obsess over, as much as we obsess over them.

The Social

Nepo kitty.

Cat people don’t just obsess over their cats – they bring that same energy to everything they love. So our social strategy dug into the subcultures, fandoms, and communities where Tiki Cat’s cat-obsessed audience was already spending their time. One of the biggest? Pop culture.

And lately, few fandoms have been hotter than Heated Rivalry. So when star Hudson Williams posted a photo of his cat on Threads, it was obsession at first sight. We quickly discovered another star in his orbit: his cat, Gizmo.

That’s when we saw an opportunity to “shoot our shot” on Threads – turning genuine obsession into a culturally relevant moment. With Gizmo in our kitty crosshairs, we turned a single engagement into a genuine partnership, building anticipation through comments and teasers before putting him in the spotlight. From there, we let Gizmo’s personality – and the internet’s obsession with him – drive the creative, not a traditional influencer playbook.

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