AgencyWieden & Kennedy London
SectorAgencies, Food and drink and Grocery food
Cravendale's new spot sees the return of Bertrum Thumbcat, in part two of his plan for feline world domination.
This time, he has enlisted a cat army who kidnap and brainwash milkmen to help them get their paws on all the Cravendale.
The spot launched on 8 September during The X Factor. It is supported by a YouTube masthead and an ITV.com takeover.
In order for Berturm to recruit comrades to join the cause, he has created a Facebook app that allows people to disguise photos of their cat and sign them up.
There will also be an on-pack promotion and an online film to promote "EPIC straws" (Extreme Pilfering Instrument for Cravendale) for kids.