Petfood manufacturer Del Monte Food's Morris the Cat Facebook campaign banner for the 2012 US election received more than 92,000 shares. This resulted in a donation of 3,000 pounds of the petfood company's 9Lives cat food to Pets Are Wonderful Support (PAWS) San Francisco, California, USA.
During the campaign, users could visit Morris' Facebook page to download a free election poster, and then insert their own cat's face to share with Facebook friends and Twitter followers. For each share, the company donated one bowl of cat food, up to 3,000 pounds.
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.