Purina has launched a new marketing campaign for its Felix cat food brand entitled ‘Felix – It’s Great To Be A Cat’.

The £3.7m campaign is expected to reach more than 30 million households through TV, on-demand, radio, in-store and social media exposure.

Additionally, Felix is launching limited-edition versions of its best-selling 12- and 40-packs of As Good As It Looks Ocean Feasts and As Good As It Looks Mixed Selection in Jelly.

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These packs, available from mid-2022, will spotlight the campaign.

The new campaign comes as Felix is the UK’s number-one pet food brand, worth over £260m, almost twice the size of its nearest competitor.

In 2021 Felix experienced 10.7% year-on-year growth, which helped it attain a 38% share of the wet cat single serve market.

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