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Gen-Z, Millennial Pet Parent Opps: Nestle Purina launches new initiative for Fancy Feast (Score 60)

Cat food brand Fancy Feast (FF) recently launched a new marketing stunt in which it launched a cat-themed Italian trattoria in NYC. The restaurant was designed to give cat owners insights into their pets' ideas about food. The initiative also involved work with cat-owning culinary influencers, who have launched content about this event on their social platforms.

So far this year, iSpot reports FF has spent approximately $6m on national TV commercials, down 18% from the approximately $7.3m spent by this point last year. The brand spent around $11m on this channel last year after having spent 33% less, $7.4m, in 2020. FF's 2022 commercials have targeted millennials watching shows such as Days of our Lives, Good Morning America, Friends, The Young and the Restless and Young Sheldon.

Per Pathmatics, the brand has allocated roughly $5.2m to digital ads YTD, already almost double the roughly $2.7m spent in all of 2021. FF's estimated full-year 2021 spend ($2.7m) dropped 13% from that of $3.1m in 2020. The brand has earned ~690m digital impressions YTD via Facebook (40%), Instagram (37%), Twitter (21%), desktop display (2%) and desktop video (1%) ads.

As you can tell, FF's national TV spend is dwindling while its digital spend increases significantly; this leads me to believe the brand is primarily targeting Gen-Z and millennial pet parents. FF will likely invest in similar experiential efforts and influencer partnerships in the future. The brand holds planning conversations in Q2 and buying conversations in Q1. Since it's utilizing localized experiential marketing in NYC, I tagged this region in this article.

Agency & martech readers - Parent company Engine (social).