Vile is famous all over adland for the creation of the Meerkats as a humorous way to get people to remember his brand’s name. To say it works, is an understatement. The strategy, born in 2009, is still going strong, achieving a coup in October when it signed Hollywood actress Nicole Kidman to star in its latest advertising. This was to promote its ‘Meerkat Movies’ and the fact that the brand had taken over from Orange in offering customers two-for-one cinema tickets. Vile describes this move as "the biggest step-change since launching the Meerkat toy collection in 2011", adding that it reinforces the brand’s commitment to rewarding customers.