Fancy Feast

There is no question Australians love their pets and for many only the best will do! Fancy Feast, Australia’s premium cat food brand, knows this all too well.

To cement Fancy Feast’s position as leader of the premium cat food category, the brand partnered with Australian fashion doyenne, Leona Edmiston, to create The Classic Collection in 2016 and again in 2017.

The range of luxurious cat accessories featured prints from Leona’s Spring/Summer and Autumn/Winter collections, and to date has included a range of beds, bowls, tunnels, scratching lounges and brushes.

FORWARD Agency was briefed to help put The Classic Collection on the must-have lists of cat owners nationwide.

For Year 1 and Year 2, FORWARD put in place a three-pronged PR approach to engage media, bloggers, influencers and cat lovers alike.

YEAR 1 – 2016


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.


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, 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.


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.

YEAR 2 – 2017

FORWARD undertook a bespoke consumer research study that revealed the secret lives of Australia’s pampered cats. The results revealed many interesting insights, including that Australian men spend more on their fur babies than women do. The statistics were used for a national media outreach creating new news for Fancy Feast.

FORWARD worked with eight of Australia’s top lifestyle and cat influencers, and cat lovers, to create a series of social content highlighting the new Classic Collection range. The influencers were sent the entire range for their cat to enjoy and share with their followers. FORWARD worked with Michelle Crossan, Georgia Love and top cat influencers including Frost, Baconcup and Lulu & Finn.

To complement the research piece, FORWARD outreached to lifestyle, homes and fashion media with the news the Classic Collection was back for a second year, utilising interviews with Leona Edmiston as well as product imagery.

The Results

The 2016 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

The 2017 campaign had a combined reach of 19M+ and 122 clips.

Key highlights include:

-A combined editorial reach of over 19 million, with coverage in publications including (syndicated across the News Corp network), STUDIO 10, The Courier Mail, and Fairfax regional news network

-Eight influencers created 10 pieces of content with a total reach of over 700K

-100 per cent positive sentiment across the 122 print and online clips


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