Mon Petit HK spreads love to feline friends with White Day campaign

Purina Mon Petit Hong Kong, the cat treat food brand under Nestlé, has collaborated with 15 cat-friendly cafes, workshops, photography studio, online shops and pet-friendly shopping mall Airside to spread love to feline friends across Hong Kong this White Valentine’s Day.  

Given that people usually express their affection and appreciation for their loved ones on White Valentine’s Day, the brand has seized the opportunity to extend the gesture of love to furry companions via this heartwarming campaign.  

The campaign targets young generation of pet owners, specifically those who own cats. This demographic typically includes individuals between the ages of 20 to 35, who have embraced pet ownership as a significant part of their lives. It also targets cat owners who are passionate about their furry companions and value the emotional connection they share with their pets.

Done in collaboration with digital marketing agency RDS Digital and OMD Hong Kong, the campaign aims to create a memorable experience for both humans and their feline friends. By partnering with various cat-friendly establishments, the brand has curated a series of delightful activities to make this White Valentine's Day truly unique. 

The campaign lineup includes 15 spots across Hong Kong, each offering a distinct experience for cat lovers and their four-legged companions.  

These venues include cat-friendly cafes where visitors can enjoy a cup of coffee bringing along their adorable cats, photography studios to capture precious moments with their beloved pets, online shops crafting unique cat accessories, and Airside, the pet-friendly shopping mall where visitors can explore a wide range of pet-related products and services. 

The campaign will run from 14 March to 31 March 2024. Throughout this period, cat lovers can visit the participating venues and enjoy the unique offerings designed to celebrate the love between humans and their cats. 

In a conversation with MARKETING-INTERACTIVE, Mon Petit HK's spokesperson said the campaign focuses on evoking emotions and highlighting the love and compassion shared between cats and their owners. By tapping into the emotional aspect of pet ownership, Mon Petit Hong Kong aims to resonate deeply with the target audience and establish a meaningful connection with them.

The spokesperson said the campaign is designed to capture attention and generate viral response across social media platforms. By encouraging participants to share heartwarming stories, adorable cat photos, and testimonials, Mon Petit Hong Kong leverages the power of user-generated content to amplify the campaign's reach and impact.

The coordination of the campaign by the digital marketing agency RDS Digital demonstrates a commitment to leveraging digital channels effectively. RDS Digital employs strategic planning, creative execution, and digital marketing techniques to ensure maximum visibility and engagement. This includes social media marketing, influencer collaborations, content creation, and targeted digital advertising.

Meanwhile, Mon Petit Hong Kong's collaboration with like-minded brands reinforces its position as a leader in the cat treat food industry. By aligning with partners who share their values and commitment to pet well-being, Mon Petit Hong Kong strengthens its brand identity and credibility among the target audience.

The campaign is also amplified via social channels, KOL, micro-influencers, PR exposure and offline collaboration. The brand also uploaded a post on Facebook to share 20 ways of loving one's cats and invite everyone to share their unique ways of spreading love to their beloved cats. 

Purina Mon Petit is a cat treat food brand under the Nestlé family. Committed to providing high-quality and nutritious treats for cats, the brand aims to strengthen the bond between cat owners and their feline companions.

Don't miss: Nestlé's Berry Burst ice cream bursts onto highways with 3D OOH campaign

While in Malaysia, back in February, Nestlé's 3D OOH campaign burst onto Malaysian highways as it introduced Nestlé's new ice cream, the Berry Burst sorbet stick.

The campaign aimed to provide a refreshing and flavourful experience that will delight health-conscious consumers and taste buds as well as to show off the flavours consumers can expect from the product.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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