On March 7, Grumpy Cat -- Friskies' "official spokescat" -- helped to launch the company's Seafood Sensations with new shrimp flavor at a cat lovers' gathering in Austin, Texas. On Friday, the company made the announcement on its Facebook page as well as through a representative.
As part of the product launch, Friskies (a subsidiary of pet food-maker Purina) agreed to donate a minimum of 25,000 meals to Austin-area shelter cats. It's soliciting feline enthusiasts to help increase the donation to 50,000 meals by using the #HolyShrimp hashtag on social media between March 7 to 9.
"We know cats love shrimp and we wanted to bring that to life in a fun way that could also benefit shelter cats," said Shawn Brain, Friskies Brand Manager. "Friskies enlisted our ‘official spokescat’ Grumpy Cat as the ‘Worst Mate’ of the S.S. Holy Shrimp Boat to help introduce Seafood Sensations with new Shrimp Flavor at a prime attraction during the well-known festival in Austin. We’re thrilled that our efforts here will help feed local Austin shelter cats and are hoping for a lot of support to help get the donation up to 50,000 meals.”
Grumpy Cat is a viral feline character who generated more than 2.6 million views on YouTube in this Christmas video. “One of Grumpy Cat’s favorite things is shrimp, and she’s on a mission to help Friskies bring that special flavor to all cats,” says Tabatha Bundesen, Grumpy Cat’s owner. “There aren’t many things that would convince Grumpy to get her ‘sea legs’ except for the flavorful taste of shrimp.”
On Friday, the S.S. Holy Shrimp Boat left port and sailed around the city of Austin. Grumpy Cat also met with hundreds of fans at Mashable House for a special meet-and-greet.
"There aren’t many things that would convince Grumpy to get her ‘sea legs’ except for the flavorful taste of shrimp," said a company spokesperson. Friskies will donate the meals to Friends of Austin Animal Center.
Here are more event details:
Grumpy Cat fans who are attending the Austin-based festival can visit Grumpy and take a fan photo at the Mashable House on March 7 and 8 between 1:00 and 4:00 PM CT and on March 9 between 11:30 AM and 2:30 PM CT. Simply share the photo on social media with the hashtag #HolyShrimp.
Consumers everywhere can upload a photo of their cat using the hashtag #HolyShrimp between March 7-9.