The Shittiest Campaign

For some time Whiskas has been called fast food for cats — junk food, and worse. People literally said it: “Whiskas is shit.” We found our hook right there, and leaned all the way into it.

So how about looking at the real shit? Cat poop is the one thing nobody can fake, spin or argue with. When poop looks good, the cat is good and healthy. So we turned every litter box in the country into a proof-of-performance lab and launched The Shittiest Campaign: a hunt for The Greatest Cat Shit.

Cat parents shared photos, videos and proud little stories of the most glorious turds you could ever find — shapes, colors, textures, the whole poetic spectrum of feline digestion. Raw and maybe too honest, but it was the hilarious proof.