Fancy Feast: Love is always surprising.

We’re a long way from ‘ting ting’ and a glass goblet

Why is Fancy Feast so popular? Simple. Cats love it. Open a can and watch them come running. While the product is unassailable, the brand itself faces some of the same challenges as any other. Increased competition and an evolving digital landscape posed new challenges.

As part of a campaign exploration (and an agency bake-off), Art Director Mikey Romano and I imagined a new look as refined as a Persian Cat’s palate. We created a look and lines that zoom in on the breadth and depth of offerings, and the fact that feeding time can be an expression of love.

While this concept didn’t make the cut. Not every idea does. But new approaches that challenge a brand’s identity are part of any healthy creative process.

Credit:
Copy & Concepts: TJ DiFrancesco

Art Direction: Mikey Romano