Encore launches pet food ad with surprised cats

MPM is launching a campaign for its Encore pet food brand, after hiring the Cheshire-based Driven to work on its Encore and Applaws ad accounts.

The first ad for Encore, which is sold through major grocery retail channels, will launch in early February and features surprised cats. 

The cats are surprised by the quantities of meat in different types of cat food, which can be as low as 4 per cent. "Encore however, contains up to 75 per cent real meat," reads the voiceover by Mariella Frostrup.

The spot was directed by Marc Ingham through Chief Productions, with media planning and buying from Carat Manchester.

Nick Brookes, the managing partner at Driven said: "It’s remarkable what MPM have created with their brands and the success they have achieved to date. 

"We are really enjoying working with the team to create ideas that sell, which, given the power of the product propositions, shout out for a real clever simplicity in their execution. So the fit is perfect."

Driven one the account for the brands, which are available in 43 countries worldwide, following a competitive pitch.

Julian Bambridge, managing director at MPM said: "In the end it was an easy choice for us. Driven have given us the confidence to be really challenging and we believe we have created some breakthrough work. 

"I am very much looking forward to working with the Driven team for some time to come. There definitely is creative life in the North West."