WHISKAS has launched its latest campaign, Purradise, which aims to celebrate the ultimate destination of feline happiness.

In partnership with AMV BBDO, Weber Shandwick EssenceMediacom, DOOH.com, and GroupM OOH, the campaign marks a new chapter in the brand’s Purr More platform, which debuted in 2021.

The Purradise™ campaign focuses on the idea that a cat’s purr is a sign of pure contentment, something pet parents work hard to earn.

The global campaign will first launch in January 2025 across European markets including the UK, France, Germany, Italy, and Poland.

The campaign introduces Purradise as a sensory-filled world with six distinct lands, each designed to cater to the unique needs of cats through tasty and nutritious WHISKAS meals.

The multi-million-pound campaign will be promoted through digital, social media, radio, OOH, PR, and in-store activations, including an interactive 3D digital experience at iconic locations like Piccadilly Lights in London. Pet lovers can also participate in a game for a chance to win prizes.

“Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the WHISKAS range” said Annie Argyle, European Brand Director at WHISKAS.

“The ‘purr’ is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”