Thinkerbell has created a cat-friendly omakase (curated) dining experience to launch RAWR Pet Food's new raw cat food range, available at Woolworths.
The Catshimi Omakase, held at Sydney Japanese restaurant Nakano Darling, invited cat owners and their pets to a degustation where each course was a feline riff on a Japanese classic, developed with pet nutritionists and served in 5g bites with RAWR's collagen broth.
The event was announced via Instagram and generated more than 1,000 shares and hundreds of entries from cat lovers nationally. Coverage included the Today Show, Time Out and Eat Drink Play.
Content captured at the event is being rolled out across social channels to drive ongoing brand awareness and consideration.
Pru Thompson, founder of RAWR Pet Food, said Japan had given the world both cat cafés and the pinnacle of raw dining.
"With Catshimi Omakase, we're bringing those worlds together. Our unique cat dining degustation helped us highlight the real cat food that RAWR has created to mirror a cat's natural prey diet, high in protein and fat, low in carbohydrates, and naturally high in moisture to support hydration," she said.
Joe Ayat, head earned thinker at Thinkerbell, said the activation was intended to tackle misperceptions around raw pet food.
"As a nation who froths a fresh plate of sashimi, this moment gave us the opportunity to feed the algorithm and highlight how felines love raw dining too," he said.
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