RedPeg Marketing kicks off campaign for 9 Lives with cross-country tour

WASHINGTON (Map, News) - » Client: Del Monte’s 9 Lives cat food

» Job: Create an eye-catching, grassroots campaign that will introduce 9 Lives’ newest cat food, Daily Essentials, to American consumers.

» Agency: RedPeg Marketing in Alexandria and Smith Brothers Advertising in Pittsburgh.

» Theme: Morris’ Million Cat Rescue.

» The Concept: Rather than launch a traditional print and television advertising campaign, RedPeg instead took 9 Lives on the road with the mission of rescuing 1 million cats. Earlier this month, Morris the cat kicked off the second leg of a cross-country tour with scheduled stops in major cities, including Washington. In each city, the agency will partner with a local animal shelter to give residents a chance to adopt a cat. As part of the Million Cat Rescue, the tour also includes promotional activities, such as interactive games, animal-owner personality tests and personal appearances by Morris the Cat.

» The Plan: Morris’ Million Cat Rescue completed the first leg of the tour last year. The second leg will run for 34 weeks, with a stop in the Washington/Baltimore area in mid-April.

» Creative Team: Marco Maestro (senior designer) and Michael McCanna (director of creative services) for RegPeg Marketing and Lindsey Smith (creative director, copywriter) and Bronson Smith (creative director, art director) for Smith Brothers Advertising.

» Background: RedPeg marketing, with offices in Alexandria and Westport, Conn., is a full-service marketing and promotions company that specializes in brand recognition with campaigns that engage the target audience. Recent clients include AOL, Anheuser-Busch, Ford and JP Morgan Chase.

» Working on Next: A campaign for GEICO.

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