America’s favorite cat treat brand tasked us with launching their first-ever main meal offering. But in a highly saturated market, we needed to find a unique way to break through the clutter. So, we tapped into cat’s mischievous nature and our demographic’s obsession with true crime podcasts to create the ultimate ‘tail’ of irresistibility.

The two-part, interactive podcast, hosted by Brit Prawat of Crime Junkie, invited listeners to uncover the purrrpetrator of the stolen Temptations cat food. Please enjoy what was a truly fun project with storytelling (and loads of puns) at the center.

8+ minutes average dwell time on landing page (compared to the 54 seconds average according to Forbes)
#1 highest sales innovation in Mars Petcare U.S. history