Ainsworth Pet Nutrition, manufacturer of the Rachael Ray Nutrish line of pet food, announced that it has partnered with BuzzFeed, the cross-platform, global network for news and entertainment, to produce three co-branded videos and three sponsored posts. The content celebrates cat ownership culture, as well as cat rescue and adoption. The companies' partnership also includes a co-branded presence at CatConLA, a convention and symposium that brings the internet obsession with cats to life, occurring June 25 and 26 at The Reef in Los Angeles.
The BuzzFeed content series featuring Rachael Ray focuses on the relationships between cats and humans. The first video, People Who Hate Cats Live with Cats for a Week, followed three cats into the homes of self-proclaimed cat haters for one week and chronicled their experiences. Following the project, the cats unanimously won over their respective people, and all three were permanently adopted by either their human counterparts or members of the crew. The video premiered on June 1, and in three weeks has generated more than 6.5 million views on Facebook and YouTube.
Launched in January 2014, Rachael Ray Nutrish for Cats is a line of dry and wet cat food inspired by recipes from the kitchen of TV personality and celebrity cook, Rachael Ray. Every Nutrish wet and dry cat food formula is made with ingredients like chicken or fish and never includes any ground corn, wheat, soy, poultry by-product meal, artificial flavors or artificial preservatives.
In addition to the content series, Nutrish and BuzzFeed will also have a co-branded presence at CatConLA. Visitors to their booth will have the opportunity to take home a custom "caticature," or a caricature of themselves melded with their cat, created on the spot by a caricature artist. Members of BuzzFeed's ad team will photograph the caticatures, as well as the humans and felines they represent, for a custom co-branded post entitled, "This is What Cat Parents Would Look Like if They Were Cats," which will be published in July. Visitors to the booth will also have the opportunity to create and share playful animations of their own photos in a custom GIF booth.
The second co-branded video, Signs You're a Cat Lady, will premiere in July, and a third video, People Decide to Get a Cat, will focus on cat rescue.
Rachael Ray caricature as a cat | Courtesy Ainsworth Pet Nutrition