Fancy Feast

By Leona Edmiston

the brief

There is no question Australians love their pets and for many, only the best will do! The team of Australia’s #1 premium single serve wet cat food brand – Fancy Feast®, knows this all too well.To cement the position of Fancy Feast® as leader of the premium single serve wet cat food category, the brand partnered with Australian fashion doyenne, Leona Edmiston, to create The Classic Collection – a range of luxurious cat accessories featuring prints from Leona’s Spring/Summer 2016-17 collection. The collection was created to both delight and reward cat owners, with each purchase of a Fancy Feast® Classic recipe can, rewarding consumers with one point to go towards redeeming a Classic Collection item. Owners could now treat their cats to designer beds, bowls, collars and cushions. There was even a matching scarf to surprise and delight owners.FORWARD Agency was briefed to help put The Classic Collection on the ‘want’ lists of cat owners nationwide.

the response

FORWARD put in place a three-pronged PR approach to engage media, bloggers, influencers and cat lovers alike.

Launch Event

To both launch and create buzz around the partnership, Fancy Feast® and FORWARD Agency hosted an exclusive lunch in the stylish Drawing Room at The Langham Hotel, Sydney. An intimate group of journalists and bloggers from Australia’s top lifestyle, home and fashion publications heard from Leona on how the range was designed, as well as viewing prints from her latest collection that inspired the range. Two gorgeous Chinchilla cats modelled the collars and beds for guests.

Influencer Send Out

FORWARD identified a select handful of Australian influencers, who were also cat lovers. Carefully styled gift boxes with a selection of items from The Classic Collection were sent to personalities including Jessica Rowe, Georgia Love, Ash Williams, Natalie Barr, Lana Jeavons-Fellows and Zoe Foster Blake.

Included in the box was even a personalised note to each cat, handwritten by Leona.

Media & Blogger Engagement

Post launch, FORWARD kept up momentum with continued media outreach around the luxurious partnership of Leona Edmiston and Fancy Feast®. Gorgeous imagery of Leona, the Chinchilla cats and The Classic Collection accessories was captured and offered to The Sydney Morning Herald who interviewed Leona on the partnership for a syndicated piece.

The FORWARD team also spoke with lifestyle, home and fashion journalists and bloggers to secure multiple interviews with Leona.

The Results

The campaign saw a reach of 10M+ and 18 clips across media and social media.

Key highlights of results include:

– Guests from Better Homes & Gardens, Yours, InStyle, Latte Life, The Australian Women’s Weekly, Inside Out, New Idea and more in attendance at the launch event

– Eight high quality, detailed social media posts from influencers including Jessica Rowe, Georgia Love, Ash Williams and Dr Katrina Warren, with a total reach of 520K+ and over 10K likes, comments and shares

– 10 pieces of coverage with publications including The Sydney Morning Herald, Inside Out, Latte Life, Better Homes & Gardens, Homes To Love, OK! Magazine, Livia and Sydney Chic Guide


Leona x Fancy Feast® Classic Collection partnership concept by Traffik, with earned media and influencer amplification by FORWARD Agency.

  • Date Published:Thursday 4 May 2017