Masterfoods brings Kitekat brand back to TV with Grey spot

Masterfoods is returning its Kitekat brand to TV with new advertising that reflects the trend by cat owners to "humanise their pets.

The growing habit of cat owners to regard their cats as just another member of the family is underscored in a new 30-second commercial, which uses humour and animation to give the film's feline hero human characteristics.

Grey Worldwide London has produced the spot for Kitekat Pouches, launched in response to pet owners' calls for food products that offer greater convenience.

The pouches are not only designed for convenience, but to keep the product fresher for longer.

The new film breaks nationally in the UK on Sunday and in mainland Europe later in the year. Its appearance is intended to sustain demand for "wet catfoods in the face of heavier competition from lighter "dry" products.

MediaCom is handling media planning and buying for the campaign, which seeks to embody the independent spirit of cats with the endline: "Krammed with Katitude."

Passion Pictures and Glassworks designed the characters and carried out the computer animation work on the commercial, starring a cat called Cattus Kittekattus.

The film was written by Ann-Marie Burrows, art directed by Hayden Rogers and directed by Russell Brooke.

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