Friskies, with the help of "official spokescat" Grumpy Cat (AKA Tardar Sauce), has launched the company's Seafood Sensations line with new shrimp flavor during an event at SXSW in Austin, Texas.

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. Fans were able to help increase the donation to 50,000 meals by using the #HolyShrimp hashtag on social media between March 7 and March 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."