A year-long campaign developed by integrated agency Geronimo will promote the programme on-pack, online and in press ads.
It will encourage people to call a helpline or visit a to order a free Taster pack, which includes pouches of cat food, an advice booklet and a toy mouse.
Nestle plans to follow this with money-off coupons and further mailers to ensure that consumers stay with the Kitten range and then move on to its Adult Food range.
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