AMV targets cat-loving movie-goers

Pedigree Masterfoods is using the latest Hugh Grant movie, About A Boy, to reach would-be customers for its Sheba premium cat food brand.

Women in their 20s and 30s, predicted to make up a large proportion of audiences, will be the targets of an ad running with the film across the UK for six weeks from this Friday.

Abbott Mead Vickers BBDO has created the ad, which is being supported by a foyer promotion by AMV's below-the-line specialist sister shop, Proximity London.

The campaign strategy of exploiting the bond between cat owners and their pets is reflected in the commercial, in which a young woman gets an unexpected visit from a handsome neighbour.

Their flirtation ends abruptly when the visitor commits the faux pas of lifting her cat from a chair so he can sit down.

The commercial was written by Mary Wear, art directed by Andy McKay and directed by Tom Vaughan for HLA.

Zenith is buying media for the campaign, which will incorporate print executions in lifestyle magazines. Caroline Hanna, the Sheba brand manager, said: "The contemporary creative treatment and media environment of About A Boy allows the campaign to target Sheba's 20- and 30-something female consumers."

A foyer promotion in 100 cinemas will give cinemagoers the chance to win a subscription to Glamour magazine.

Since winning the direct marketing assignment for Sheba last year, Proximity has been building up more in-depth data on cat owners in order to target them better.

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