The mailing adds more detail to the proposition "Go-Cat gives your cat more get up and go", which has already been pushed by above-the-line magazine activity.
Going out to 216,000 households, the campaign targets busy working mothers who are cost conscious but want quality healthy food for their cat. It encourages recipients to continue buying or convert to Go-Cat with a money-off coupon, as well as gathering their details by offering a Canon IXUS digital camera in a prize draw.
Sara Harris, group account director at integrated agency Geronimo, said: "We believe we've come up with an inspiring creative piece that will appeal to both Go-Cat and competitor users, getting them to reappraise the brand and everything it stands for."
The creative team at integrated agency Geronimo designed the mailer using the photography theme. The pack resembles a photography wallet and contains five photographs of a playful ginger cat, while the coupon looks like the negatives of the photographs.
Geraldine Pagneux, assistant brand manager for Go-Cat, said that the new creative adds energy and character to the brand.
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