Purina asked us to come up with an idea to reward loyal users of Fancy Feast premium cat food.

My idea was to create “The search for New Zealand’s biggest Fancy Feast Fan” where registered Fancy Feast buyers are invited by Melissa and Felicity to apply to become a Fancy Feast Food Critic for a year.

Of the 100 biggest fans, ten will be chosen as Gold Food Critics. Our photographer and stylist will fly around the country to visit each of the Gold Food Critics and they and their cat will have a professional shot taken for use on the website.

Every second month a personalised hamper of Fancy Feast goodies will be delivered to all the Food Critics and Gold Food Critics tasting notes will be published on the site.

The art direction was carried across to all ATL materials.

www.friendsoffelicity.co.nz