How KatKin Advertises on Meta

# Ad summary This ad for KatKin cat food emphasizes the brand's fresh ingredients, personalized approach to cat nutrition, and convenient daily packaging. # Brand positioning KatKin positions itself as a premium cat food brand that prioritizes fresh, real ingredients and personalized nutrition. The brand aims to disrupt the category norms of using fillers, preservatives, and sugars found in traditional wet and dry cat foods. KatKin appeals to pet owners who care about their cat's health and well-being, offering a functional and emotional value proposition: providing tailored nutrition that keeps cats satisfied and thriving. # Product KatKin is a fresh cat food delivered in daily serving packages split into morning and evening portions. Each recipe is made with 100% real meat or fish gently cooked and then frozen fresh to lock in all the goodness, ensuring a nutritious and tasty meal. The product aims to eliminate the stress and guesswork of meal times by offering personalized trays based on each cat's exact calorie requirements, considering factors like weight, age, and activity level. This contrasts with conventional wet foods that use preservatives, fillers, or sugars, potentially leaving cats unsatisfied. KatKin assures cat owners that their product contains only fresh, natural ingredients tailored to their cat's specific needs for optimal health and happiness. # Visual style The ad has a polished UGC feel, combining home footage with clear product shots. Editing includes quick cuts and zooms to maintain a fast pace. The ad uses bright, natural lighting and showcases the product in various home settings to create a relatable and trustworthy impression. # Hooks Spoken: How long would this last your cat? Text overlay: How long will one pack of this fresh cat food last your cat... / WOULD THIS LAST YOUR CAT? Visual: 00:00–00:02 A black and white cat stands on a stone tile floor, looking up at a hand holding a stainless steel bowl full of meat. A tan wooden cabinet is behind the cat. The camera is handheld and held at the level of the cat, and then placed down in front of it. # Funnel stage Consideration # Pain points Many traditional cat foods contain preservatives, fillers, or sugars that bulk out pouches but leave cats unsatisfied. # Value propositions - Convenient daily packaging - Personalized nutrition for optimal health - Real ingredients - No hidden preservatives, fillers, or sugars # Benefits - Easy to use - No stress or guesswork at mealtimes - Fresh, nutritious, tasty food - Loved by cats across the country # Features - One KatKin tray is actually a whole day's worth of food for your cat - Split into morning and evening portions - Every recipe is packed with 100% real meat or fish gently cooked - Frozen fresh to lock in all the goodness - Personalized to your cat's exact calorie requirements - Based on things like weight, age, and how much activity they get # Call to action START WITH A FUSS FREE TRIAL TODAY. # Social proof - Loved by cats across the country # Point of view - Brand 100% – The ad is told from the official voice of the brand, emphasizing product claims and benefits. # Storyline - 00:00–00:02 The ad opens with a question about how long a pack of fresh cat food would last the viewer's cat. - 00:02–00:05 A visual of a cat eating is paired with the narrator introducing KatKin trays as a whole day's worth of food. - 00:05–00:09 The narrator presents the product as split into morning and evening portions, making it easy to use. - 00:09–00:11 The question of whether this is easy is asked with a visual of chicken flavored KatKin being presented to the camera. - 00:11–00:18 The narrator shifts to emphasize the real meat content and gentle cooking process, contrasting it with other brands. - 00:18–00:25 The ad highlights the convenience of keeping KatKin frozen and the lack of hidden preservatives, fillers, or sugars. - 00:25–00:29 A comparison is made to pouches that leave cats unsatisfied. - 00:30–00:35 The narrator states that KatKin is personalized to the cat's exact caloric requirements. - 00:35–00:39 Weight, age, and activity level are listed as the factors that determine the personalized trays. - 00:39–00:46 The narrator claims there is no stress or guesswork when using the product, but rather fresh, nutritious, and tasty food. - 00:46–00:48 KatKin is stated to be loved by cats across the country. - 00:48–00:52 The narrator concludes by stating that all this is just two pounds a day, and asking if that sounds good. - 00:52–00:57 The closing screen shares the website and tagline.

# Ad summary An ad promoting KatKin cat food as a gentle solution for senior cats with digestive issues. The ad features a woman discussing her experience feeding KatKin to her elderly cat, highlighting improvements in appetite, digestion, and energy levels. # Brand positioning KatKin is presented as a brand of cat food that prioritizes fresh, real ingredients with no artificial additives. The brand aims to position itself as a provider of complete and balanced nutrition. The brand is positioned as a premium option, emphasizing the quality of its ingredients, and is focused on the health and well-being of cats. The brand is functional, focusing on the performance and health benefits of its food. # Product KatKin is a frozen, fresh cat food made from 100% real meat or fish, designed for optimal nutrition and gentle digestion. The food is suitable for cats of all ages, especially senior cats with digestive issues or dental problems. KatKin offers a range of recipes, including chicken, turkey, and beef. KatKin aims to solve the problem of poor appetite and digestion in senior cats by providing a soft, juicy texture that is easy to eat and digest. The products are gently cooked and frozen fresh and do not contain "nasties". # Visual style The ad has a natural and authentic visual style with a mix of close-up shots of the cat, product shots, and lifestyle scenes. The editing style is relatively quick-cut, with smooth transitions between scenes. The production quality is high, but maintains a UGC feel, using natural lighting and a warm color palette. The pacing of the ad is consistent. # Hooks Spoken: Female 1: If you've got an older cat like mine, you'll know how heartbreaking it can be when they really start to slow down. Text overlay: How does an aging cat ask for help? 🥺 Visual: 00:00–00:01 A medium shot of a tabby cat lying on someone's lap with a blanket underneath, and a red light graphic over its body. / 00:04–00:05 A medium shot of a tabby cat lying on someone's lap with a gray blanket underneath. The person’s arm comes into view as they stroke the cat. # Funnel stage Consideration # Pain points Older cats can experience low energy, bad moods, and fussiness at meal times. "You'll know how heartbreaking it can be when they really start to slow down." # Value propositions - KatKin is a gentle, nutritious, and easy-to-digest food for older cats who are experiencing low energy, bad moods, and fussiness at meal times. # Benefits - Naturally easy on even senior tums - She can properly get stuck in at meal times - She has her appetite back and actually seems excited to eat - A lot better for her digestion - She's more regular - Less stink and mess # Features - 100% real meat or fish - No nasties - Gently cooked - Soft and juicy texture # Call to action SIGN UP TODAY FOR 20% OFF # Point of view - Customer 100% – The ad is told entirely from the customer's point of view. # Storyline - 00:00–00:04 A woman introduces her older cat and shares that it can be heartbreaking when cats slow down with age. - 00:04–00:12 The woman mentions that older cats can have low energy, bad moods, and fussiness at meal times. Her own cat had gone off wet food and couldn’t crunch kibble anymore due to teeth and gum issues. - 00:12–00:16 The woman says she searched for something gentle, nutritious, and easy to digest. - 00:16–00:24 The woman says she came across KatKin, a cat food made from all meat or fish, with no “nasties,” and is real food, so is naturally easy on even senior tums. - 00:24–00:30 The woman describes that because it is gently cooked, the texture is soft and juicy, so the cat can properly get stuck in at meal times. - 00:30–00:38 The woman describes that she noticed changes within a few days. She mentions her cat has her appetite back and actually seems excited to eat and is a lot better for her digestion. - 00:38–00:44 The woman says that the cat is more regular, and there is less stink and mess. She adds that her cat has a real spring back in her step, and it’s just such a relief. - 00:44–00:48 The woman encourages viewers worried about their senior cat to try KatKin and shares that it made a huge difference for them. - 00:48–00:53 The final shot shows the KatKin logo, website, five-star rating and an offer for 20% off.

# Ad summary This ad for KatKin cat food features a cat behind a box of KatKin food with a sign that says "Get this from £24". # Brand positioning KatKin is presented as a premium cat food brand that prioritizes the health and well-being of cats. The brand is positioned as offering real meat, high-quality nutrition, and convenient delivery. The bright, playful packaging and direct language suggest a modern, accessible brand that stands out from traditional, less transparent pet food options. KatKin aims to occupy the space of a trusted, health-focused provider in the pet food market, appealing to owners who want the best for their cats. # Product KatKin offers fresh, real meat cat food delivered directly to your door. The product line includes a variety of recipes, such as Quack, Mood, Gobble, and Cluck, each likely featuring different protein sources. The food comes in individual serving-sized pouches, designed for convenience and portion control. KatKin also offers Beef Sprinkles, packaged in a small jar, which can be used as a food topper to enhance flavor or provide additional nutrients. The ad highlights the availability of the product starting from £24, addressing a potential purchase barrier by showcasing an accessible entry point. # Visual style The ad has a clean, bright, and playful visual style. The production quality is high, with studio-shot lighting and a solid color background. The visual motif is a product-focused presentation with a cute animal element. The image treatment includes background removal and color enhancement. The typography is large and bold, making it easy to read. The overall style is designed to be eye-catching and scannable in a social media feed. # Hooks Headline: Get this from £24 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners seeking high-quality, nutritious food for their pets. The ad implies that many commercial cat foods lack real meat and essential nutrients. The ad offers a solution by providing fresh, real meat cat food delivered directly to the customer's door. # Value propositions - Fresh, real meat cat food delivered to your door - Variety of recipes to suit your cat's preferences - Accessible entry point starting from £24 - Free delivery # Benefits - High-quality nutrition for cats - Convenient portion control - Enhanced flavor and nutrients with Beef Sprinkles # Features - Real meat cat food - Variety of recipes (Quack, Mood, Gobble, Cluck) - Beef Sprinkles food topper - Convenient delivery # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its benefits, and the offer. # Storyline - The ad opens with a cat peering over a KatKin delivery box, holding a sign that reads "Get this from £24." This is intended to grab the viewer's attention with a cute animal and a clear offer, from the brand's perspective. - The product line is displayed in front of the box, showcasing the variety of recipes and the Beef Sprinkles. This is intended to highlight the range of options and the convenience of the product, from the brand's perspective. - A "Free Delivery" badge is shown on the right side of the box. This is intended to add value to the offer, from the brand's perspective.

# Ad summary This ad uses a screenshot of a note to present a controversial opinion about cat food and promote KatKin as a healthier alternative to traditional brands. # Brand positioning KatKin is presented as a superior alternative to traditional cat food brands found in supermarkets. The brand positions itself as providing food that aligns with a cat's natural diet, emphasizing high-quality meat or fish content without unnecessary fillers like carbs, sugars, or vegetable byproducts. This positioning appeals to cat owners who are health-conscious and want to provide their pets with a diet that mimics what they would eat in the wild, suggesting a focus on natural, species-appropriate nutrition. # Product KatKin is a cat food brand that focuses on providing cats with a diet that mirrors what they would eat in the wild. The ad highlights that KatKin's cat food is made with 100% proper meat or fish, without any carbs, sugars, or fillers. This is in contrast to most wet foods, which the ad claims contain only 4% chicken along with sugars and vegetable fillers. The ad suggests that KatKin can solve the problem of cats constantly begging for food by providing them with a more satisfying and nutritious diet, leading to contentment and reduced meowing. # Visual style The ad uses a platform-native style, mimicking the appearance of a note on an iPhone. This gives the ad a casual and authentic feel, as if it were a personal recommendation from a friend. The use of simple text and a plain background makes the ad easy to scan and read. # Hooks Headline: CONTROVERSIAL OPINION: YOUR CAT ISN'T ACTUALLY ALWAYS HUNGRY. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of cat owners who believe their cats are constantly hungry and begging for food. The ad questions whether this behavior is due to greed or a lack of proper nutrition: "Feed your cat as nature intended before assuming they're just greedy." # Value propositions - Feeding cats what they'd eat in the wild - Good-quality animal protein will keep them full # Benefits - Cats are content and satisfied after every mealtime - No more begging or meowing for more food # Features - 100% proper meat or fish - No carbs, sugars or fillers # Call to action None used. # Social proof - "I used to feed my cats one of the big brands from the supermarket. Until I found out something SHOCKING." - "So I switched to KatKin. Three boxes in? My cat is content and satisfied after every mealtime. No more begging or meowing for more food." # Point of view - Brand: The brand's POV is present throughout the ad, as it is the one presenting the controversial opinion, educating the viewer about feline nutrition, and promoting KatKin as a superior alternative. - Customer: The customer's POV is present in the personal anecdote about switching to KatKin and the claim that the cat is content and satisfied after every mealtime. # Storyline - The ad starts with a controversial opinion: "YOUR CAT ISN'T ACTUALLY ALWAYS HUNGRY." This is intended to grab the viewer's attention and challenge their assumptions about their cat's eating habits, told from the brand's perspective. - The ad urges the viewer to "keep reading..." before getting angry. This is intended to encourage the viewer to consider the brand's perspective, told from the brand's perspective. - The ad shares a personal anecdote about switching from big supermarket brands to KatKin after discovering something "SHOCKING." This is intended to establish credibility and create intrigue, told from the customer's perspective. - The ad explains that cats are obligate carnivores and need real, fresh meat to thrive, unlike most wet foods that contain only 4% chicken, sugars, and vegetable fillers. This is intended to educate the viewer about feline nutrition and highlight the shortcomings of traditional cat food, told from the brand's perspective. - The ad states that KatKin feeds cats what they'd eat in the wild: 100% proper meat or fish, no carbs, sugars, or fillers. This is intended to showcase the product's unique selling proposition and benefits, told from the brand's perspective. - The ad claims that after switching to KatKin, the cat is content and satisfied after every mealtime, with no more begging or meowing for more food. This is intended to demonstrate the positive outcomes of using KatKin, told from the customer's perspective. - The ad concludes by urging the viewer to "Feed your cat as nature intended before assuming they're just greedy." This is intended to encourage the viewer to reconsider their cat's diet and try KatKin, told from the brand's perspective.

# Ad summary This ad promotes KatKin, a fresh cat food brand. The ad features a cat owner who shares her experience of switching her fussy cat to KatKin. She highlights that the cat used to be a picky eater but now loves the fresh, meat-based food. She also mentions positive changes like a softer fur and increased energy levels. # Brand positioning KatKin is presented as a fresh, high-quality cat food brand that stands apart from traditional dry or canned options. The brand emphasizes the use of real meat and the absence of preservatives, positioning itself as a healthier and more appealing choice for cats. The brand aligns with values of pet health and well-being, promoting a lifestyle where cats are fed with the same care and attention as humans. KatKin pushes against the norm of processed cat food, offering a fresh alternative that caters to discerning pet owners who prioritize natural ingredients and nutritional value. # Product KatKin is a fresh cat food made with real meat and without preservatives. It is served directly from the fridge, unlike traditional dry or canned cat food. The product is designed for cats who are fussy eaters or have shown disinterest in other types of food. KatKin is available in various flavors, including Quack, Moo, Gobble, Oink, BAAA, and Splash. The food is described as smelling and looking good, without the jellies and other undesirable ingredients found in some other cat foods. The ad highlights that switching to KatKin has resulted in positive changes for the cat, such as softer fur, increased energy levels, and less smell in the litter tray. # Visual style The ad has a casual, UGC feel, with natural lighting and simple editing. The production quality is decent, but it is clear that the ad was not professionally produced. The editing style is a mix of static shots and quick cuts, with smooth transitions. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio-visual sync is good, with the cuts and product actions timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 Mealtimes have become Scout's absolutely favorite time of the day. Visual: 00:00–00:01 A man stands in a kitchen next to a black oven. A cat jumps up onto the oven. / 00:01–00:02 A hand pours white powder from a small container into a bowl of cat food. The cat is in the background, looking at the food. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that the cat is a fussy eater and disinterested in mealtimes. The cat owner says, "He used to be the world's biggest fuss pot, lick the jelly or leave the meat or turn his nose up, just like complete disinterest at mealtimes." # Value propositions - Fresh cat food served from the fridge: Highlights the unique and convenient format of the product. - All meat, no preservatives: Emphasizes the health benefits and quality of the ingredients. # Benefits - Cat loves it - Good for the cat - Less smell in litter tray - Softer fur - Increased energy levels # Features - Fresh cat food - All meat - No preservatives - Served from the fridge # Call to action None used. # Social proof - "Mealtimes have become Scout's absolutely favorite time of the day." – Female 1 (Customer) - "Not only does he absolutely love it, but it is really good for him. We've noticed some changes as well... less smell in his litter trays, fur is a bit softer, and yet his energy levels are through the roof." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a cat owner sharing her personal experience with the product. # Storyline - 00:00–00:07 00:00–00:07 The video opens with a cat owner preparing food for her cat, Scout. The cat is shown jumping up onto the counter in anticipation of mealtime. The message is that Scout is excited about mealtime, which is unusual for him. - 00:07–00:17 00:07–00:17 The cat owner explains that Scout used to be a very fussy eater, turning his nose up at most foods. This establishes the problem that the product aims to solve. - 00:17–00:24 00:17–00:24 The cat owner introduces KatKin, a fresh cat food, as the solution. The message is that KatKin is different from other cat foods and has transformed Scout's eating habits. - 00:24–00:30 00:24–00:30 The cat owner shows a close-up of KatKin, emphasizing that it is all meat, smells good, and looks good. The intention is to highlight the quality and appeal of the product. - 00:30–00:42 00:30–00:42 The cat is shown eating KatKin with enthusiasm. The message is that the cat loves the food, reinforcing the product's appeal. - 00:42–00:52 00:42–00:52 The cat owner lists the positive changes she has noticed since switching to KatKin, such as softer fur, increased energy levels, and less smell in the litter tray. The intention is to provide social proof and highlight the benefits of the product. - 00:52–00:52 00:52–00:52 The cat owner concludes by recommending KatKin. The message is a final endorsement of the product.

# Ad summary The ad explains the benefits of KatKin, a cat food brand. If your cat begs, has stinky poos, low energy, or a dull coat, then KatKin is the solution. It keeps cats fuller, calmer, and creates less stinky poos. # Brand positioning KatKin is presented as a cat food brand that offers high-quality, fresh, and vet-formulated meals. The brand positions itself as a solution for common cat health and behavior issues like begging, low energy, dull coat, and stinky poos. It emphasizes the nutritional value of its food, including high-quality meat, vitamins, and minerals, to promote a healthier and happier cat. KatKin pushes against the norm of filler-heavy cat foods, offering a fresh alternative. The brand positioning is both functional, focusing on health and nutrition, and emotional, aiming to provide peace of mind to cat owners. # Product KatKin is a fresh cat food formulated with 100% human-grade meat, vitamins, and minerals. It is designed for cats who beg, have stinky poos, low energy, or dull coats, implying it's suitable for cats with nutritional deficiencies or digestive issues. It is advertised as a solution to common problems, such as begging, stinky poos, low energy, and dull coats. It contains high-quality meat, vitamins, and minerals. A key USP is that it's 100% fresh. KatKin is promoted as a way to keep cats fuller and calmer with less stinky poos, and the ad addresses purchase barriers by offering a 14-day trial. The product is presented as a healthier alternative to traditional cat foods. # Visual style The ad has a simple and straightforward aesthetic, utilizing a whiteboard and marker to convey information. The editing style is static, with no transitions. The production quality is simple, which lends it a UGC feel. The pacing is consistent, with the audio matching the visuals. # Hooks Spoken: Tired of your cat begging? [Speaking] Text overlay: 00:00-00:01 / Watch this: Visual: 00:00–00:03: The shot is of a whiteboard. Written at the top of the whiteboard is, “Tired of your cat begging? Watch this:”. Below that is written, “IF YOUR CAT…”. # Funnel stage Consideration # Pain points Many cat owners struggle with their cats begging for food, experiencing unpleasant litter box odors, dealing with low energy levels in their cats, and noticing a dull coat. The visual says “Tired of your cat begging?” # Value propositions - KatKin contains 100% human grade meat that will keep your cat full - It is filled with vet formulated vitamins and minerals so you don't have to buy loads of different supplements and foods - It keeps your cat fuller, calmer, and creates less stinky poos # Benefits - keeps your cat fuller - calmer - less stinky poos in the litterbox # Features - 100% human grade meat - vet formulated vitamins and minerals - fresh food # Call to action Tap below, do the two minute quiz, and get fresh food tailored for your cat delivered straight to you. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered by the brand through a voiceover and visuals promoting its product. # Storyline - 00:00–00:01 The ad opens with the question 'Tired of your cat begging?' - 00:00–00:01 This hook grabs the viewer's attention by directly addressing a common problem faced by cat owners. - 00:00–00:01 The voiceover, in a casual, problem-solving tone, immediately places the viewer in the role of a cat owner struggling with feline behavior. - 00:01–00:11 Next, a list of common cat problems, such as begging, stinky poos, low energy, and dull coat are shown, written on a whiteboard. - 00:01–00:11 The speaker continues by listing the nutritional needs of cats based on the problems mentioned, associating each problem with a specific dietary requirement. (e.g. begs = more protein; stinky poos = less fillers; low energy = high-quality meat; dull coat = vitamins) - 00:01–00:11 The speaker, taking on the role of a knowledgeable friend, educates viewers on cat health and dietary needs. This builds trust and positions the brand as an expert in cat nutrition. - 00:11–00:15 The ad then presents KatKin as a simple, all-in-one solution. - 00:11–00:15 This transition shifts the focus from the problems to the product as a solution, streamlining the message and offering relief from the complexity of individual supplements. - 00:11–00:24 The speaker positions the brand as a simple solution. The speaker emphasizes key product attributes of KatKin, such as 100% human-grade meat, vet-formulated vitamins and minerals, and freshness. - 00:11–00:24 The voiceover transitions to highlight benefits to appeal to viewers looking for reassurance and practical benefits. - 00:24–00:30 To incentivize trial, the ad introduces a limited-time offer of a 14-day trial for less than the price of a takeaway. - 00:24–00:30 The offer creates urgency and lowers the barrier to entry. - 00:30–00:33 Finally, the ad closes with a clear call to action: Tap below, do the 2-minute quiz, and get fresh food tailored for your cat. - 00:30–00:33 The call to action prompts immediate engagement and guides viewers towards conversion.

# Ad summary This ad features KatKin, a fresh, personalized cat food. It highlights the uniqueness of storing cat food in the fridge/freezer, made from fresh meat/fish, gently cooked, and pre-portioned for exact nutrition. The ad showcases cats eagerly eating the food, reinforces benefits with Trustpilot reviews, and ends with a 20% off offer for a 14-day trial box. It positions KatKin as the 'future of cat food' by contrasting it with traditional wet and dry foods. # Brand positioning KatKin positions itself as a premium, health-conscious, and innovative cat food brand that prioritizes the natural dietary needs of felines. It aims to occupy the mind of a discerning cat parent who views their pet's food as an extension of their own health and wellness choices, moving beyond traditional, less natural options. The brand aligns with values of natural living, pet health, and convenience through personalization. It actively pushes against the norms of mass-produced, shelf-stable cat foods that contain fillers or preservatives, emphasizing its '100% fresh meat,' 'gently cooked,' and 'frozen fresh' attributes. The brand's positioning is primarily functional, focusing on the superior ingredients and tailored nutrition, but it also taps into the emotional desire for a healthier, happier pet. # Product The product is KatKin, a range of fresh cat food meals. It works by providing 100% fresh meat or fish, gently cooked and then frozen to maintain freshness. It's designed for cats and kittens of all ages, with recipes available in varieties like 'Cluck' (chicken), 'Baah' (lamb), 'Gobble' (turkey), 'Quack' (duck), 'Oink' (pork), and 'Splash' (fish). The food comes in brightly colored, flat, sealed pouches. The ad emphasizes that the food is personalized and pre-portioned for each cat, providing exact calories and nutrition. This addresses the purchase barrier of ensuring proper feline nutrition and eliminates the guesswork for cat parents. Key USPs are its freshness, high-quality ingredients (100% fresh meat/fish, no nasties, fillers, or preservatives), gentle cooking process (like home cooking), and its personalized, pre-portioned delivery. It's used as a daily meal for cats, stored in the freezer, defrosted, and served from the fridge. The ad suggests use occasions involve regular feeding for improved cat health and happiness. # Visual style The visual style is a hybrid between polished UGC and a casual commercial. It features a bright, clean aesthetic with natural lighting, often in home settings like kitchens and living rooms. The editing rhythm is dynamic, characterized by frequent, quick cuts that keep the viewer engaged. There are no overly complex transitions, mostly straight cuts. The production quality feels accessible and authentic, akin to a high-quality vlog or social media review, rather than a glossy studio commercial. This supports an intended tone of trustworthiness and relatability for pet owners. There are no strong visual motifs beyond clear, well-lit shots of the product and cats. The pacing is consistent and relatively fast throughout, with cuts occurring every 1-3 seconds. Audio-visual sync is present, with cuts often coinciding with the narrator's key points or product actions. # Hooks Spoken: Is this the future of cat food? Text overlay: Is this the future of cat food? Visual: Close-up of a hand holding two yellow KatKin 'Cluck' chicken recipe pouches with visible ice crystals, implying frozen storage. The hand's fingers are slightly visible at the bottom. The background is indistinct, white or light gray. Camera is handheld, moving slightly to show the frost. / Top-down view of multiple brightly colored KatKin pouches (yellow 'Cluck', red 'Baaa', green 'Gobble', pink 'Oink') laid out on a clean white surface, slightly overlapping. The camera pans slowly to reveal more pouches (blue 'Splash', teal 'Quack', orange 'Baaa'). The pouches are organized in a grid-like fashion. # Funnel stage Consideration # Pain points The central pain point addressed is the unnatural and potentially unhealthy nature of traditional wet and dry cat foods, which contain fillers, preservatives, and are shelf-stable for long periods. The ad implies a concern that current cat food options don't align with what a cat would naturally eat, leading to negative health outcomes. The specific visual cue is at 00:37-00:39, showing typical wet and dry food bowls while the narrator states, "unlike those wet and dry foods that last for yonks on a shelf." # Value propositions - The future of cat food - Fresh food makes a difference - KatKin boffins do all the hard work for you - From just £2 a day - Personalized and pre-portioned - Fuss-free trial # Benefits - Lasts for yonks on a shelf (implies traditional food, not KatKin) - Matches what your cat would eat in the wild - Less smelly poops - Shinier coats - More energy - Cats genuinely loving and devouring their food # Features - 100% fresh meat or fish - Gently cooked - Frozen fresh - Personalized - Pre-portioned - Zero nasties, fillers or preservatives - Exact calories and nutrition # Call to action ORDER NOW # Social proof - GIVING A NEW LEASE OF LIFE - ELMO IS HAPPY... FINALLY! - LESS FUSSY, MORE ENERGETIC - MY KITTEN LOVES EVERY MOUTHFUL - 95% of cat parents see benefits - Trustpilot Rated Excellent - 10,000+ reviews # Point of view - Customer 100% – The ad is narrated by an individual who is exploring the product as a curious cat owner, demonstrating its use, and sharing observations and experiences with their cats, resembling a user-generated content style review. # Storyline - 00:00–00:01 The ad opens with a hand handling a frozen KatKin food pouch, covered in ice crystals, posing a question about the future of cat food. - 00:02–00:06 The scene transitions to a top-down view of various colorful KatKin pouches, introducing the brand as something familiar to the viewer. - 00:06–00:09 A hand opens a KatKin pouch and empties its contents into a cat bowl, prompting the narrator to express curiosity about the product's hype. - 00:09–00:12 The narrator explains the standout feature: KatKin is stored in the fridge, showing a hand placing pouches into a refrigerator shelf, highlighting its freshness. - 00:13–00:15 A cat is shown drinking water, implying the unexpected nature of refrigerating cat food, but the narrator immediately rationalizes it. - 00:15–00:22 A hand prepares a KatKin meal by tearing open a pouch, emphasizing the convenience and highlighting the actual fresh meat/fish ingredients. - 00:23–00:26 A cat eats the food, reinforcing the 'gently cooked' and 'frozen fresh' attributes, contrasting it with less natural alternatives. - 00:27–00:30 The ad cycles through the storage and serving process again, showing pouches in a fridge and a cat interacting with the fridge, reinforcing the routine. - 00:31–00:36 The narrator emphasizes the purity of the food (no nasties) as a cat eats, linking it to a natural, wild diet. - 00:36–00:39 A comparison shot shows traditional wet and dry cat food, highlighting their long shelf life as unnatural, contrasting with KatKin's fresh approach. - 00:40–00:42 A person uses the KatKin app with a cat nearby, revealing the personalization and pre-portioned aspects of the service. - 00:42–00:48 The narrator explains that KatKin handles the nutritional calculations, simplifying feeding for cat parents, showing more pouches in the fridge. - 00:48–00:50 A cat eats, followed by a shot of food being prepared, reiterating the exact calorie and nutrition benefits. - 00:50–00:53 The ad shifts to social proof, showing Trustpilot reviews on a phone, detailing benefits experienced by other cat parents. - 00:53–00:59 Various cats are shown engaging in healthy, happy behaviors (using litter box, playing, eating), visually confirming the benefits mentioned in the reviews. - 00:59–01:05 Multiple cats are shown eating KatKin in different settings, emphasizing their enjoyment and the affordability. - 01:05–01:12 The ad concludes by reiterating the initial question about KatKin being the future of cat food, followed by a call to action to try it with a 14-day trial and a discount.

# Ad summary This image ad features KatKin cat food packaging alongside a handwritten note urging cat parents to avoid supermarket cat foods. The overall aesthetic combines a casual, real-world feel with a direct appeal to health-conscious pet owners. # Brand positioning KatKin is presented as a premium cat food brand focused on providing fresh, high-quality meals for cats and kittens. The brand aims to occupy the space of healthy and nutritious pet food, distinguishing itself from standard supermarket brands. The focus on 100% fresh meat, gentle cooking, and freezing emphasizes a commitment to quality and health. This positions KatKin as a trustworthy alternative for pet owners who prioritize their cat's well-being, pushing against the norm of highly processed, shelf-stable cat food. # Product The product is KatKin cat food, specifically the Fish + Turkey Recipe. The packaging highlights that it's "Complete and Balanced Food for Cats + Kittens." Key details include that the food is made with "100% Fresh Meat," is "Gently Cooked," and "Frozen Fresh." The ad uses a direct, no-nonsense approach ("HARDCORE TRUTH"), stating that dry and wet foods are heat-blasted to last on shelves, unlike KatKin's fresh food. The food is targeted towards cat parents looking for maximum nutrition for their pets, addressing concerns about the quality and processing methods of conventional supermarket cat foods. # Visual style The ad uses a raw, unfiltered, UGC production quality, resembling a snapshot taken with a phone. The visual motif includes a handwritten note and clear product presentation against a simple wood surface. The image treatment seems minimal, with natural lighting and no apparent filters or color grading. The typography integration involves a mix of printed text on the packaging and handwritten text on the note, contributing to a casual, authentic feel. The ad contrasts with the high-design norms of traditional advertising, aiming for a more relatable, in-feed aesthetic that could increase scannability by standing out from overly polished content. # Hooks Headline: WANTED: 50 CAT PARENTS WANTING TO AVOID SUPERMARKET CAT FOODS # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern that "dry and wet foods are heat-blasted to last on shelves," implying a loss of nutritional value in conventional supermarket cat foods. # Value propositions - Fresh, gently cooked, and frozen cat food provides maximum nutrition and avoids the harsh processing of standard shelf-stable options. # Benefits - Maximum nutrition for your cats/kittens - Avoid dry and wet foods that are heat-blasted to last on shelves # Features - 100% FRESH MEAT - GENTLY COOKED - FROZEN FRESH - COMPLETE AND BALANCED FOOD FOR CATS + KITTENS # Call to action None used. # Social proof - None used. # Point of view - Brand: The product packaging communicates product name, ingredients, and product benefits from the company itself. - External source: The handwritten note with the message, 'WANTED: 50 CAT PARENTS WANTING TO AVOID SUPERMARKET CAT FOODS' provides an outside point of view expressing the needs of a certain group of people. # Storyline - The ad starts by showcasing KatKin's Fish + Turkey recipe, emphasizing its freshness and balanced nutrition for cats and kittens. This is told from the brand's perspective, highlighting the product's key features and benefits to establish its quality. - A handwritten note is presented, appealing directly to cat parents who are looking to avoid supermarket cat foods. This is conveyed from the perspective of someone who understands and shares the concerns of health-conscious pet owners. - The ad positions KatKin as the solution for pet owners seeking superior nutrition for their cats. This reinforces the brand's value proposition and encourages viewers to consider KatKin as a premium alternative. This is told from the brand's perspective.

# Ad summary This ad tells the origin story of KatKin cat food, focusing on the founder Brett and his sister Nikki. It highlights the 'awful truth' about traditional cat food (low real meat content, fillers) and positions KatKin as a disruptive solution providing 100% real meat, fresh cat food. The narrative follows Brett's journey from discovery to developing the product and scaling the business, interweaving product shots, cute cat visuals, and claims of improved cat health. The ad culminates in a call to action for a 14-day trial box. # Brand positioning KatKin positions itself as a challenger brand disrupting the conventional pet food industry, which is depicted as dominated by 'fat cats' (large corporations) providing unhealthy 'junk food' to pets. The brand aims to occupy a space in the consumer's mind as the honest, caring, and science-backed alternative for cat nutrition. It aligns with values of authenticity, pet welfare, and a rebellious, underdog spirit against corporate greed. KatKin pushes against category norms of opaque ingredients and low-quality fillers, emphasizing '100% real meat' and 'fresh' ingredients. The brand positioning is both functional, promising improved cat health and specific ingredient quality, and emotional, appealing to pet owners' love for their cats and desire to provide the best, while also evoking a sense of empowerment against industry giants. # Product KatKin is a fresh, 100% real meat cat food. It works by replacing conventional 'junk food' with high-quality, human-grade ingredients, cooked, frozen, and delivered directly to the consumer's fridge. The product is for cat owners who are concerned about the nutritional quality of mainstream cat food and want to improve their cat's health and well-being. Explicitly stated product details include '100% fresh meat,' 'gently cooked,' and 'frozen fresh.' The ad implies the food is free from 'fillers, additives, and words he couldn't even pronounce,' which are common in competitor products. The USP is its fresh, real meat composition and the direct-to-consumer delivery model, ensuring convenience and quality. The food is shown being served in regular cat bowls, eaten by various cats, implying it's suitable for daily meals and helps 'fussy cats finally eating,' 'sick cats bouncing back,' and 'senior cats acting like kittens again.' The ad addresses the purchase barrier of discerning the quality of pet food by explicitly stating its superior ingredients and showing the contrast with highly processed alternatives. # Visual style The ad employs a hybrid visual style, blending scrappy, authentic UGC-like footage with more polished, commercial-grade shots and animated elements. The editing rhythm is fast-paced with frequent, quick cuts, especially during the problem-setting and product development phases, creating a dynamic and engaging feel. Production quality starts with a more 'raw' and 'behind-the-scenes' feel, particularly with the handheld camera work and natural lighting, which supports the narrative of a small, authentic team. As the story progresses to the brand's success, the visuals become slightly more polished, showcasing industrial facilities. Visual motifs include numerous close-ups of cats, food preparation, and product packaging, reinforcing the focus on the product and its impact. Pacing is consistently quick, aligning with short-form video best practices, with cuts occurring every 1-2 seconds, driving the narrative forward without lingering. Audio-visual sync is strong, with cuts and text overlays precisely timed to the energetic voiceover, enhancing comprehension and engagement. # Hooks Spoken: This is my boss, and he's about to take on the fat Cats. Text overlay: This is my boss, / and he's about to / take on the fat Cats. Visual: A male (Brett) in a black t-shirt and jeans is kicking a large pink box playfully towards the camera in an office setting with a large KatKin cat poster in the background. The camera is stationary, tripod-style, recording a medium shot. / A blurred, shallow depth-of-field shot looking down a grocery store aisle filled with shelves of products. The camera is moving slowly forward, simulating walking through the aisle. # Funnel stage Conversion # Pain points The central pain point is the poor quality and misleading labeling of conventional 'premium' supermarket cat food. The ad highlights that this food contains 'only 4% real meat,' with 'fillers, additives, and words he couldn't even pronounce,' which causes health issues for cats. This is clearly signaled by: 'His cat, Molly, was eating junk food every single day. The premium supermarket food he was feeding her, only 4% real meat. The rest, fillers, additives, and words he couldn't even pronounce.' # Value propositions - Fresh cat food (implies higher quality and better for health) - 100% real meat (contrasts with 'only 4% real meat' from competitors) - cooked, frozen and delivered straight to your fridge (convenience, freshness, quality control) - helps cats across the UK (community, widespread positive impact) - 95% of cat parents seeing an improvement (high customer satisfaction, tangible results) - helps fussy, sick, and senior cats (addresses specific pet owner problems with positive outcomes) # Benefits - cats across the UK - seeing an improvement in their cat's health - Fussy cats finally eating - sick, cats bouncing back - senior cats acting like kittens again # Features - 100% percent real meat - All cooked - frozen - delivered straight to your fridge - 14 day trial # Call to action ORDER NOW # Social proof - We've served over 90 million meals - 95% of cat parents seeing an improvement in their cat's health - Rated Excellent . 10,000+ reviews (Trustpilot) # Point of view - Brand 100% – The story is told from the perspective of an internal brand representative, narrating the founder's journey and presenting brand claims, product features, and social proof directly. # Storyline - 00:00–00:03 The ad begins by introducing Brett, the founder, and establishing the brand's 'underdog' mission to 'take on the fat cats' of the pet food industry. This sets up a narrative of conflict and purpose, immediately engaging the viewer with a clear protagonist and antagonist. - 00:03–00:08 The narrative then delves into Brett's personal discovery of the problem: his own cat, Molly, was eating 'junk food' from supermarket brands, despite appearing to be premium. This is a personal anecdote designed to make the problem relatable and emotionally resonant for cat owners. - 00:08–00:15 The ad elaborates on the 'awful truth' about conventional cat food, revealing that 'premium' supermarket food contains 'only 4% real meat' with the rest being 'fillers, additives, and words he couldn't even pronounce.' This part of the story aims to educate the viewer about the existing problem and establish KatKin's differentiation. - 00:15–00:20 It then contextualizes the problem, explaining that 'two corporations controlled almost the entire market and they had no reason to change,' highlighting the systemic issue and reinforcing the 'fat cats' metaphor. This positions Brett's impending solution as a necessary disruption. - 00:21–00:23 Brett identifies an 'opportunity to help cats across the UK,' shifting the narrative from problem to solution. This is a pivotal moment where the founder's vision for change is introduced, establishing the brand's positive intent. - 00:23–00:29 The story progresses to the founding of KatKin, with Brett and his sister Nikki emptying their savings and betting 'everything on one idea: Fresh cat food.' This highlights their dedication, risk-taking, and the innovative core of their product. - 00:29–00:37 The ad shows the intensive development phase, with Nikki working in a 'tiny kitchen' doing 'recipe testing' and Brett consulting with a 'US vet nutritionist.' This portrays the brand's commitment to quality, expertise, and the scientific rigor behind their product. - 00:37–00:43 The narrative then shows Nikki's grassroots efforts 'begging owners to let their cats have a taste' 'back in London,' emphasizing the brand's hands-on approach and initial struggle for adoption, adding to the underdog appeal. - 00:44–00:50 The story quickly transitions to the brand's success: 'Fast forward to today, and that tiny kitchen is now a fully fledged facility,' serving '100% percent real meat to cats across the UK.' This demonstrates growth, credibility, and the successful fulfillment of their initial vision. - 00:51–00:54 The product's practical benefits are reiterated: 'All cooked, frozen and delivered straight to your fridge.' This reinforces convenience and the quality control inherent in their model. - 00:54–00:58 The ad presents social proof of success: 'We've served over 90 million meals' with '95% of cat parents seeing an improvement in their cat's health.' This directly validates the product's effectiveness and builds trust with potential customers. - 00:59–01:04 Specific examples of improved cat health are shown: 'Fussy cats finally eating, sick cats bouncing back, and senior cats acting like kittens again.' This makes the benefits tangible and aspirational for viewers with similar cat issues. - 01:04–01:08 The narrator directly addresses the viewer, positioning the brand as 'a small team trying to make a difference against the fat cats,' and asking for support. This personalizes the appeal and reinforces the underdog narrative, asking the viewer to join their mission. - 01:08–01:13 The ad concludes with a clear call to action, asking the viewer to 'help us by trying our 14 day trial' and 'see how much fresh food can help your cat.' This provides a low-risk entry point for potential customers and links the trial to tangible cat health benefits.

# Ad summary The ad uses a humorous dialogue between a human and two anthropomorphic cat characters to criticize conventional cat food (wet and dry kibble) for its low meat content and fillers. It then contrasts this with KatKin, presented as a “proper food” made with 100% human-grade meat, proper nutrients, and moisture, emphasizing its freshness and delivery service. The ad concludes with a clear call to action for a 14-day trial. # Brand positioning KatKin aims to occupy the mind of cat owners as the premium, health-conscious, and transparent choice for cat food. The brand aligns with values of quality, freshness, and pet well-being, promoting a lifestyle where pet owners prioritize their cats' health and nutrition. It strongly pushes against the category norms of generic, highly processed, and low-meat content cat foods, implicitly criticizing competitors who use misleading "gourmet" labels. The brand positioning is both functional (100% human-grade meat, proper nutrients, moisture, fresh, refrigerated) and emotional (caring for your pet, avoiding "hoodwinking"). # Product The product advertised is KatKin cat food, a premium, fresh cat food presented in individual sachets and canisters ("NIBBLES" and "SPRINKLERS"). The ad strongly implies the product is for cat owners who are discerning about ingredients and nutrition, and who seek a healthier, more palatable option for their pets. Key features highlighted include "100% human-grade meat," "proper nutrients," and "proper moisture." It is "fresh as a daisy" and "even has to live in the fridge," suggesting a lack of preservatives and high quality. The product addresses the purchase barrier of discerning what constitutes good cat food by explicitly stating it's not "just filler" and offers "real meat." Use occasions include daily feeding, with the ad showing it served on a mat and in a bowl. Different varieties are shown (e.g., "CLUCK," "MOOO," "GOBBLE," "OINK," "QUACK," "SPLASH"), indicating varied protein sources. There are also "NIBBLES" (dry treats) and "SPRINKLERS" (toppings) to enhance meals. # Visual style The visual style is a hybrid of polished commercial and UGC-feel, employing quick cuts and varied camera angles to maintain high engagement. Production quality is high, with clear, well-lit shots, but the hand-held camera work, close-ups of pets, and domestic settings lend a relatable, authentic, and slightly scrappy UGC feel. The editing rhythm is fast-paced with frequent cuts (averaging about 1-2 seconds per shot), keeping the energy high and matching the rapid-fire comedic dialogue. There's a playful visual motif of overlaying cartoon cat heads that "speak" the cat characters' lines, which adds to the comedic, anthropomorphic tone. The pacing is consistently quick throughout the ad. Audio-visual sync is strong, with visual cuts and actions (like food pouring, pouches opening, cats eating) perfectly timed to the voiceover and music beats. # Hooks Spoken: Your cat food ain't luxury Barnaby. / Oh, stop. It clearly says gourmet on the packet if you even know what that means. Text overlay: Your cat food / ain't luxury Barnaby. / Oh, stop. / It clearly says gourmet / if you even know what that means. Visual: Medium close-up of a young woman (Female 1, blonde hair, glasses) holding a small white plate with chunky, brown, gravy-soaked wet cat food. Her face is scrunched in disgust, looking down at the food. Background is a plain white wall. A cartoon cat head wearing a flat cap is overlaid in the bottom left. Camera is stationary, slightly above eye level. Lighting is bright, natural-looking. / Close-up of wet cat food being scooped from a spoon into a white bowl on a wooden surface. The food is brown chunks in gravy. A cartoon cat head with a monocle and suit is overlaid in the bottom right. Camera is stationary, overhead. / The same shot as 00:01-00:02 continues, with the spoon still scooping. / Overhead shot of a light blue plate on a wooden surface, initially with a small scattering of small, round, brown dry cat kibble. A hand (Female 1) pours more kibble from a pink and white container into the plate. The cartoon cat head with a monocle and suit is overlaid in the bottom right. Camera is stationary, overhead. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the deceptive and low-quality nature of conventional cat food, leading to pet owners unknowingly feeding their cats unhealthy "filler" despite misleading labels like "gourmet," and cats remaining hungry and begging for more shortly after eating. "Your cat food ain't luxury Barnaby." (00:00-00:01) "It clearly says gourmet on the packet if you even know what that means." (00:02-00:05) "4% real meat. The rest is just filler." (00:06-00:09) "Explains why you eat it then you're back begging five minutes later." (00:10-00:13) "My human has been hoodwinked all along." (00:27-00:29) # Value propositions - "Your cat food ain't luxury Barnaby." (Contrasts the perceived value of current food) - "It clearly says gourmet on the packet if you even know what that means." (Challenges surface-level marketing claims vs. actual value) - "4% real meat. The rest is just filler." (Highlights poor value of competitors) - "100% human grade meat. Proper nutrients, proper moisture." (Justifies higher value and quality) - "Fresh as a daisy. Even has to live in the fridge." (Emphasizes freshness and naturalness as premium value) - "The kind of grub us cats are meant to eat." (Positions KatKin as biologically appropriate and superior) - "My human gets it delivered straight to the door." (Convenience adds value) - "She's using their 14-day trial." (Low-risk way to experience the value) # Benefits - You won't be back begging five minutes later - The kind of grub us cats are meant to eat - No more being "hoodwinked" by misleading labels # Features - 4% real meat - 100% human grade meat - Proper nutrients - Proper moisture - Fresh as a daisy - Even has to live in the fridge - Delivered straight to the door - 14-day trial # Call to action 00:39-00:40: "You can get yours too at KatKin.com." 00:40-00:44: "ORDER NOW" (button) # Social proof - "KatKin is pukka mate." - Male Voiceover 1 (Implied expert/informed user) - "Explains why you eat it then you're back begging five minutes later. Now this is proper food. KatKin is pukka mate." - Male Voiceover 1 (Creator) - "My human has been hoodwinked all along." - Male Voiceover 2 (Customer) - "You can get yours too at KatKin.com." - Male Voiceover 1 (Creator) - "Rated Excellent. 10,000+ reviews" – Trustpilot (External source) # Point of view - Customer 50% – Communicated through the reactions and dialogue of the anthropomorphic cat characters and the human protagonist's initial expressions of disgust, reflecting common pet owner experiences and concerns. - Brand 50% – Communicated through the authoritative male voiceover that debunks myths, presents product facts, and directly promotes KatKin. # Storyline - 00:00–00:01 A young woman inspects a bowl of chunky wet cat food with a disgusted expression. A cartoon cat with a flat cap appears. The man's voiceover states, "Your cat food ain't luxury, Barnaby." This sets up a confrontational and humorous tone, immediately challenging the perceived quality of common cat food, from the human's disgusted perspective and the "Barnaby" cat's likely superior one. - 00:01–00:02 The wet cat food is being served into a white bowl from a metal spoon. The "Barnaby" cat (now with a monocle) replies, "Oh, stop. It clearly says gourmet on the packet if you even know what that means." This advances the argument, showing the cat's human-like vanity and literal interpretation of marketing claims, while the human-as-narrator voiceover implies a deeper, cynical understanding of pet food labeling. - 00:03–00:05 A light blue plate of brown, small, dry kibble is shown as more kibble is poured onto it from an unseen container. The man's voiceover continues his critical assessment, revealing the superficiality of labeling. This expands the critique to another common cat food type (dry kibble) and suggests the cat's ignorance of true quality. - 00:05–00:06 A hand picks up an empty, half-eaten cat food can, revealing a small amount of residual meat-like product inside. The man's voiceover says, "I know what those ingredients mean." This is a direct challenge to the product's quality, suggesting the voiceover possesses expert knowledge beyond marketing claims. - 00:06–00:07 A plate holds a rectangular block of gelatinous, chunky meat-like cat food. Text overlay reads "4% real meat." The man's voiceover continues, "4% real meat." This provides concrete evidence of low quality, exposing the small percentage of actual meat in common cat food, reinforcing the voiceover's informed perspective. - 00:07–00:09 A man is seen pouring different colored liquids and solids into a tall, clear glass cylinder, layering them to visualize the composition of typical cat food. The text overlay reads, "The rest is just filler." The man's voiceover states, "The rest is just filler." This dramatically illustrates the low-quality ingredients, making an abstract concept visually clear and underscoring the deceptive nature of other cat foods. - 00:09–00:10 A fluffy white and grey cat looks up with wide, concerned eyes next to a small plate of wet cat food. The "Barnaby" cat with the monocle exclaims, "Oh, how dare you!" This is a humorous reaction from the cat character, reflecting a consumer's shock or indignation at being misled, further engaging the audience emotionally. - 00:10–00:12 A Siamese cat reaches up from a countertop with its paw, mouth open, looking excited or begging. The man's voiceover says, "Explains why you eat it." This directly connects the poor quality to the cat's insatiable hunger, implying that inferior food doesn't satisfy. - 00:12–00:13 The same Siamese cat stares intently at the camera from the countertop. The man's voiceover concludes, "Then you're back begging five minutes later." This continues the previous point, emphasizing the short-term satiety of low-quality food and the owner's resulting frustration. - 00:13–00:14 A person's hands squeeze a flexible pouch of dark, meaty cat food onto a light blue silicone mat. The man's voiceover says, "Now this is proper food." This marks the transition to introducing KatKin, presenting it as the solution to the previously identified problems. - 00:14–00:15 The same fluffy white and grey cat from 00:09 is now enthusiastically eating the KatKin food from the mat. The man's voiceover continues, "KatKin is pukka mate." This immediately shows the cat enjoying the new food, providing social proof and reinforcing the "proper food" claim. "Pukka mate" adds a colloquial, trustworthy tone. - 00:15–00:16 A variety of KatKin food pouches, a can of "NIBBLES," and a small jar of "SPRINKLERS" are arranged on a wooden picnic table with foliage in the background. The text overlay "KatKin is pukka mate." is visible. This visually reinforces the brand name and the "pukka mate" claim, showcasing the product line. - 00:16–00:18 An orange and white cat walks around a KatKin cardboard box on a kitchen floor. The text overlay "What makes it so superior?" appears, in question form. The "Barnaby" cat asks, "What makes it so superior?" This reintroduces the skeptical cat persona, setting up the explanation of KatKin's benefits. - 00:18–00:19 A close-up of fresh, diced red meat (beef or lamb) is shown, tightly packed together. Text overlay reads "100% human grade meat." The man's voiceover says, "100% human-grade meat." This provides the first concrete reason for KatKin's superiority, visually demonstrating the high-quality ingredients and validating the claim. - 00:19–00:20 A hand holds an orange KatKin pouch ("CLUCK" flavor) and then tears it open. The man's voiceover states, "Proper nutrients, proper moisture." This highlights the nutritional completeness and appropriate hydration of the food, further differentiating it. - 00:20–00:21 The hand finishes tearing the pouch, revealing the moist, dark cat food inside. This continues to visually demonstrate the "proper moisture" claim. - 00:21–00:23 A Siamese cat jumps up onto the open bottom drawer of a refrigerator, looking into the main fridge compartment filled with colorful KatKin pouches. The man's voiceover says, "The kind of grub us cats are meant to eat." This uses the cat's natural curiosity and desire for fresh food to emphasize its appeal and biological appropriateness. - 00:23–00:24 A view from above shows the opened bottom fridge drawer, full of colorful KatKin pouches. The "Barnaby" cat asks, "And it's fresh?" This brings back the skeptical cat, questioning another key claim, allowing the voiceover to elaborate. - 00:24–00:26 A hand slides open a fridge shelf, revealing more KatKin pouches. The man's voiceover replies, "Fresh as a daisy. Even has to live in the fridge." This answers the cat's question, reinforcing the freshness and implying the product's lack of preservatives compared to shelf-stable options. - 00:26–00:27 A person's hands hold two orange KatKin pouches, with a grey cat sniffing them curiously in the background. The "Barnaby" cat exclaims, "Oh my." This portrays the cat's realization and approval, signifying a moment of understanding and acceptance. - 00:27–00:29 Three different bowls are shown on a white counter: one with dry kibble, one with a pasty wet food, and one with the chunky, gelatinous wet food. The "Barnaby" cat says, "My human has been hoodwinked all along." This is a humorous "aha!" moment, where the cat persona blames the owner for previous poor food choices, but in a way that resonates with pet owners who might feel they've been misled. - 00:29–00:30 A person's hand scrapes the chunky, gelatinous wet food from a bowl into a black trash can. The man's voiceover says, "Before you get rid of her, it's not her fault." This transitions from humor to empathy, reassuring the audience that it's common to be misled and shifting blame from the owner to deceptive marketing. - 00:30–00:32 A hand spoons out pasty wet cat food from a small metal can into a metal bowl. The man's voiceover concludes, "She fell for the word gourmet just like you." This directly connects to the opening scene, reiterating the deception and creating a sense of shared experience with the audience, making the problem relatable. - 00:32–00:34 Two long-haired ginger cats eat KatKin food from small bowls on a patterned floor. A hand holds up a green KatKin pouch ("QUACK" flavor) in the foreground. The "Barnaby" cat asks, "So where does one acquire this KatKin?" This is the clear call to action, prompted by the cat's now-convinced persona. - 00:34–00:36 Hands use an X-Acto knife to open a KatKin cardboard delivery box. The man's voiceover says, "My human gets it delivered straight to the door." This highlights the convenience of the subscription service. - 00:36–00:38 A person carries a large stack of KatKin pouches in various colors and flavors, which are then spread out on a white countertop. The man's voiceover says, "She's using their 14-day trial." This introduces the trial offer. - 00:38–00:40 A Siamese cat eats KatKin food from a yellow bowl on a white surface, with the KatKin delivery box in the background. The man's voiceover says, "You can get yours too at KatKin.com." This is the direct call to action with the website. - 00:40–00:44 White screen with black KatKin logo, "14-DAY TRIAL BOX", "ORDER NOW" button, and Trustpilot rating. This is the final call to action screen, summarizing the offer and providing social proof.

# Ad summary This image ad for cat food features a cat licking its lips next to a list of features and a call to action to get 20% off your trial box. # Brand positioning This brand positions itself as a provider of high-quality cat food made with natural ingredients and tailored to the carnivorous needs of cats. The brand emphasizes the use of mouth-watering meat or fish, gentle cooking to lock in flavors, and preparation in their Suffolk kitchen. By highlighting the absence of "nasties, fillers, or preservatives," the brand appeals to health-conscious pet owners who want the best for their feline companions. The brand aims to occupy a space in the consumer's mind as a provider of nutritious and delicious meals that cats will love, promoting a lifestyle of health and happiness for pets. # Product The product being advertised is a trial box of cat food. The ad highlights several key features of the food, including that it is packed with mouth-watering meat or fish, gently cooked to lock in flavors, and freshly prepared in their Suffolk kitchen. The food contains no nasties, fillers, or preservatives and is tailored for the carnivore in your cat. The ad addresses the purchase barrier of uncertainty by offering a trial box, allowing customers to try the product before committing to a larger purchase. The ad conveys that this product is worth trying because it offers a healthy, delicious, and natural option for cats, ensuring they get the nutrients they need without any harmful additives. # Visual style The ad has a clean and simple visual style with a focus on the product features and benefits. The use of a tan background and a cute cat creates a warm and inviting feel. The green check marks and black button add visual interest and draw the eye to the key information. # Hooks Headline: DESIGNED FOR PLATES LICKED CLEAN # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners struggling to find food that their cats enjoy and that is also healthy for them. The phrase "PLATES LICKED CLEAN" implies that cats often leave food in their bowls, indicating a dissatisfaction with the taste or quality of the food. # Value propositions - High-quality cat food made with natural ingredients - Tailored to the carnivorous needs of cats - Healthy and delicious option for cats # Benefits - Plates licked clean # Features - Packed with mouth-watering meat or fish - Gently cooked to lock in flavours - Freshly prepared in our Suffolk kitchen - No nasties, fillers or preservatives - Tailored for the carnivore in your cat # Call to action GET 20% OFF YOUR TRIAL BOX # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the features and benefits of their cat food to persuade potential customers to try their trial box. # Storyline - The ad opens with the headline "DESIGNED FOR PLATES LICKED CLEAN," immediately conveying the message that this cat food is so delicious that cats will finish every last bite. This is from the brand's perspective, setting the stage for the product's benefits. - Next, the ad lists several features of the cat food, including being packed with mouth-watering meat or fish, gently cooked to lock in flavors, freshly prepared in their Suffolk kitchen, containing no nasties, fillers, or preservatives, and being tailored for the carnivore in your cat. Each feature is accompanied by a green check mark, reinforcing the positive attributes of the product. This is from the brand's perspective, highlighting the product's quality and benefits. - Finally, the ad concludes with a call to action, "GET 20% OFF YOUR TRIAL BOX," encouraging viewers to try the product at a discounted price. This is from the brand's perspective, aiming to convert interest into a purchase.

# Ad summary A cat reviews KatKin fresh cat food. The ad highlights that it is real meat, does not have preservatives, additives, or fillers, and has a 14 day fuss free trial. # Brand positioning KatKin is a fresh cat food brand. The brand positions itself as a healthy and natural alternative to traditional cat food, which may contain preservatives, additives, and fillers. KatKin promotes a lifestyle of prioritizing cat health and well-being through high-quality, real meat-based diets. The brand pushes against the norm of feeding cats processed or low-quality food and provides a functional and emotional benefit by offering a convenient way to provide cats with optimal nutrition, leading to a happier and healthier life. # Product KatKin offers fresh, 100% real meat cat food, that is gently cooked and frozen fresh. KatKin claims to have all the vital nutrients that an apex predator needs. It contains no preservatives, additives or fillers. The cat food comes in a variety of flavors. KatKin offers a 14 day fuss-free trial. KatKin emphasizes that it is superior to common 'cupboard food.' # Visual style The ad combines UGC style footage with some more polished shots of raw meat. The editing style includes quick cuts and zooms. The ad has a medium pace to keep the viewer engaged. # Hooks Spoken: 00:00–00:02 I don't know what you're feeding your cat, but I feel sorry for him. Text overlay: 00:00–00:01 what you're feeding (Comment bubble) / 00:01–00:02 but I feel sorry for him. (Comment bubble) Visual: 00:00–00:02 The camera is positioned close to a dark tabby cat's face as it eats food from a small white dish. The cat is in the center of the shot on a gray sofa. A comment bubble appears over the cat's head with the words "what you're feeding". # Funnel stage Consideration # Pain points The central pain point highlighted in the ad is that many cat foods are not healthy. The ad implies that typical cat food is unhealthy 'cupboard food'. # Value propositions - 100% real meat cat food, that is gently cooked and frozen fresh provides cats with optimal nutrition. - KatKin contains no preservatives, additives or fillers, unlike alternative cat foods. # Benefits - zooms faster - poop cleaner - fur stays soft as a cloud # Features - 100% real meat - gently cooked - frozen fresh # Call to action order my batch now at KatKin.com # Social proof - None used # Point of view - Customer 100% – The entire ad is from the perspective of a cat owner and their cat. # Storyline - 00:00–00:02 00:00–00:02 The ad starts with a person responding to a comment of "Cats don't need fresh food." - 00:02–00:02 00:02–00:02 The narrator claims they feel sorry for those cats being fed the bad food. - 00:02–00:05 00:02–00:05 The narrator shows off the food they feed their cat and says theirs is fresh, 100% real meat, and belongs in the fridge. - 00:05–00:09 00:05–00:09 They follow this with, you wouldn't leave your chicken on the counter for 3 days would you Susan? - 00:09–00:13 00:09–00:13 The narrator says the commenter has clearly never heard of KatKin because it has all the vital nutrients an apex predator needs. - 00:13–00:17 00:13–00:17 This is followed by no preservatives, additives, or fillers, just 100% real meat. - 00:17–00:19 00:17–00:19 The narrator says if that is good enough for her ancestors, it is good enough for her. - 00:19–00:23 00:19–00:23 The cat narrator claims the food means they zoom faster, poop cleaner, and their fur stays soft as a cloud. - 00:23–00:26 00:23–00:26 This is followed by a plea from the cat, don't offer me that cupboard food anymore, I'm not interested. - 00:26–00:28 00:26–00:28 The narrator states, from now on, it's KatKin only. - 00:28–00:31 00:28–00:31 The narrator points out that the company is offering a 14 day fuss free trial. - 00:31–00:35 00:31–00:35 The narrator then asks the viewer to use their opposable thumbs to order their batch now at KatKin.com. - 00:35–00:38 00:35–00:38 The ad finishes with a screen with the company name and an order now button.

# Ad summary An image ad featuring a fluffy orange and white cat sitting on top of a KatKin sample box, with a yellow sign that reads "Senior Cat? We want 400 cat owners with senior cats to try 14 days of fresh food from 84p a meal. Get your sample box now!" # Brand positioning KatKin is presented as a brand focused on providing fresh, high-quality food for cats, particularly senior cats. The brand aims to occupy a space in the consumer's mind as a provider of nutritious and appealing meals for feline companions. The brand promotes a lifestyle of caring for pets with high-quality food, suggesting a commitment to pet health and well-being. KatKin pushes against the norm of processed or dry cat food, offering a fresh alternative. The brand positioning is both functional (fresh food, specific to senior cats) and emotional (loving and caring for pets). # Product The product being advertised is a sample box of fresh cat food from KatKin, specifically targeted towards senior cats. The ad mentions that the sample provides 14 days of fresh food, costing from 84p a meal. The product is designed for cat owners who want to provide their senior cats with a nutritious and fresh diet. The USPs include the freshness of the food and its suitability for senior cats. The ad addresses the purchase barrier of cost by highlighting the affordable price per meal. The ad encourages viewers to "Get your sample box now!", suggesting an easy way to try the product. # Visual style The ad has a natural, bright, and inviting visual style. The production quality appears to be high, with clear lighting and a focus on the product and the cat. The image treatment includes natural color grading, enhancing the warmth of the scene. The typography is clean and legible, integrated well with the overall design. The style is platform-native, suitable for in-feed placement. # Hooks Headline: SENIOR CAT? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding suitable and affordable fresh food options for senior cats, as signaled by the question "Senior Cat?" # Value propositions - Try 14 days of fresh food from 84p a meal # Benefits - Fresh food for senior cats - Affordable meal cost # Features - 14 days of fresh food - From 84p a meal # Call to action Get your sample box now! # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, communicating the offer and encouraging viewers to try the product. # Storyline - The ad starts by posing the question "Senior Cat?" to immediately grab the attention of cat owners with older cats. This is told from the brand's perspective to identify the target audience. - The brand states that they want 400 cat owners with senior cats to try 14 days of fresh food from 84p a meal. This is told from the brand's perspective to communicate the offer and its value. - The ad concludes with a call to action, "Get your sample box now!" This is told from the brand's perspective to encourage immediate action and trial of the product.

# Ad summary This ad promotes KatKin, a fresh cat food brand. The ad highlights the brand's commitment to providing high-quality, human-grade ingredients and personalized portions for cats, contrasting it with supermarket cat food options that are often low in meat content and filled with cereals and fillers. # Brand positioning KatKin is presented as a premium, health-conscious cat food brand that prioritizes high-quality, human-grade ingredients and personalized nutrition. The brand positions itself against traditional supermarket cat food options, which it portrays as being low in meat content and filled with cost-cutting ingredients like cereals and fillers. KatKin aligns with a lifestyle that values pet health and well-being, emphasizing the importance of a balanced diet for cats. The brand's positioning is both functional, focusing on the nutritional benefits of its fresh food, and emotional, appealing to pet owners who want the best for their feline companions. # Product KatKin is a fresh cat food brand that offers complete and balanced recipes made from 100% human-quality meat or fish. The food is gently cooked to preserve nutrients and then frozen to maintain freshness without the need for preservatives. KatKin's portions are personalized to each cat's unique calorie needs, eliminating guesswork and preventing over or underfeeding. The product is designed for cat owners who are dissatisfied with the low meat content and filler ingredients found in typical supermarket cat foods. KatKin addresses the purchase barriers of uncertainty about proper portion sizes and concerns about unhealthy ingredients by providing tailored, high-quality meals. # Visual style The ad has a polished UGC feel, blending professional-quality shots with casual, relatable visuals. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The visual motifs include close-ups of cats eating, hands preparing food, and colorful KatKin packaging. The pacing is moderate, with cuts timed to voiceover lines and music beats. # Hooks Spoken: 00:00–00:03 We spent four years formulating the perfect fresh food for cats. Text overlay: 00:00–00:03 FEEDING KATKIN? / 00:00–00:03 WATCH THIS. Visual: 00:00–00:03 A woman with shoulder-length brown hair stands in front of a textured brick wall, speaking directly to the camera. She is wearing a light blue button-down shirt. The camera is at eye level, and the framing is a medium close-up. Text overlays read "FEEDING KATKIN?" in green and "WATCH THIS." in black. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of cat owners who are dissatisfied with the low meat content and filler ingredients found in typical supermarket cat foods. "Too many were light on meat content, even though all cats are obligate carnivores, and packed with cost-cutting grains, cereals, and fillers instead." # Value propositions - Personalized portions tailored to your cat's unique calorie needs - Fresh, human-quality ingredients for optimal nutrition - Convenient frozen format eliminates the need for preservatives # Benefits - No preservatives - No guesswork at mealtimes - Avoids over or underfeeding - Best possible diet for your cat # Features - Fresh cat food - Complete and balanced recipes - 100% human-quality meat or fish - Gently cooked to preserve nutrients - Frozen to keep fresh - Personalized portions # Call to action None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, showcasing their product and its benefits. # Storyline - 00:00–00:03 The ad begins with a woman introducing KatKin and stating that they spent four years formulating the perfect fresh food for cats. - 00:03–00:07 She mentions that KatKin has delivered over 51 million meals to cats across the country, piquing the viewer's interest in how they achieved this. - 00:09–00:18 The ad transitions to a discussion of the problems with wet and dry cat foods on supermarket shelves, highlighting their low meat content and the use of cost-cutting ingredients like cereals and fillers. - 00:19–00:24 The ad explains that KatKin worked with a board-certified vet nutritionist to develop seven tasty, complete, and balanced recipes. - 00:24–00:33 The ad emphasizes that KatKin's recipes are made from 100% human-quality meat or fish, gently cooked to preserve nutrients, and frozen to keep fresh without preservatives. - 00:34–00:41 The ad highlights that KatKin's portions are personalized to each cat's unique calorie needs, eliminating guesswork and preventing over or underfeeding. - 00:45–00:51 The ad concludes by urging viewers to ditch the tins and cut the kibble, encouraging them to give their cat the best possible diet with KatKin.

# Ad summary This ad promotes KatKin's Senior Cat Starter Pack, highlighting its fresh, all-meat meals that are naturally easy to digest and high in protein to support energy. The ad features a stack of colorful KatKin food pouches and a jar of food, emphasizing the daily cost-effectiveness of the product. # Brand positioning KatKin is presented as a premium cat food brand focused on providing fresh, high-quality meals tailored for senior cats. The brand emphasizes health benefits such as easy digestion and high protein content to support energy levels, positioning itself as a provider of nutritious and palatable food for older cats. The brand aims to occupy a space in the consumer's mind as a provider of fresh, all-meat meals that are naturally easy to digest and high in protein to support energy. # Product The featured product is KatKin's Senior Cat Starter Pack, designed specifically for senior cats. The pack includes a variety of fresh, all-meat meals in colorful pouches, each labeled with a different flavor name such as 'Cluck,' 'Splash,' 'Sara,' 'Oink,' and 'Gobble Gobble.' The meals are formulated to be naturally easy to digest and high in protein, supporting the energy needs of older cats. The ad addresses the purchase barrier of cost by highlighting that the meals start from £1.68 a day, emphasizing affordability. The product is presented as a convenient and nutritious option for cat owners looking to provide a balanced diet for their senior cats. # Visual style The ad features a clean, vibrant, and product-focused visual style. The use of bright, contrasting colors and a simple layout enhances scannability and stop power in the feed. The gradient background and product arrangement create a visually appealing composition. The overall production quality is highly polished, suggesting a professional studio shot. # Hooks Headline: THE SENIOR CAT STARTER PACK # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern that senior cats may have difficulty digesting regular cat food and may need a diet that supports their energy levels. # Value propositions - Fresh, all-meat meals for senior cats - Affordable daily cost: FROM £1.68 A DAY # Benefits - Easy to digest - High protein to support energy # Features - 28 fresh, all-meat meals - Naturally easy to digest - High protein to support energy # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features and benefits to attract potential customers. # Storyline - The ad opens by announcing the launch of 'THE SENIOR CAT STARTER PACK,' immediately informing the audience of the product being advertised. The brand is telling the audience about the new product launch. - The ad highlights three key benefits of the product: '28 fresh, all-meat meals,' 'Naturally easy to digest,' and 'High protein to support energy.' The brand is emphasizing the nutritional value and convenience of the starter pack. - The ad showcases a stack of colorful KatKin food pouches and a jar of food, visually representing the variety and freshness of the meals included in the starter pack. The brand is showing the product and its different flavors. - The ad concludes by stating 'FROM £1.68 A DAY,' addressing the cost concern and positioning the product as an affordable option. The brand is highlighting the daily cost-effectiveness of the product.

# Ad summary This image ad features a fluffy orange and white cat sitting on top of a KatKin box, holding a sign that reads, "Hungry Cat? We want 400 cat owners with cats who ALWAYS beg to try 14 days of fresh food from 84p a meal. Get your sample box now!" # Brand positioning KatKin is presented as a brand that cares deeply about cats' well-being and offers a solution to picky eating habits. The brand positions itself as providing fresh, high-quality food that cats will love, addressing the common frustration of cat owners dealing with begging and finicky eaters. By offering a sample box, KatKin aims to make it easy for cat owners to try their product and see the difference it can make in their cat's diet and happiness. The brand's tone is playful and caring, emphasizing the love and dedication cat owners have for their pets. # Product KatKin offers fresh cat food delivered in a sample box. The food is designed for cats who "ALWAYS beg," suggesting it's formulated to be highly appealing and satisfying. The ad highlights that the food is fresh and available for a 14-day trial period, costing 84p per meal. This addresses the purchase barrier of uncertainty by allowing cat owners to try the product before committing to a larger purchase. The sample box is promoted as a way to solve the problem of cats being hungry or unsatisfied with their current food. # Visual style The ad has a bright and cheerful visual style, with natural lighting and a focus on the adorable cat. The production quality appears to be high, with a clear and well-composed shot. The use of a handwritten-style font on the box adds a personal touch, while the bright yellow sign grabs attention. The overall aesthetic is clean and inviting, designed to appeal to cat owners who want the best for their pets. # Hooks Headline: HUNGRY CAT? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of cat owners whose cats "ALWAYS beg" for food, indicating a problem with their current diet or feeding habits. # Value propositions - Try 14 days of fresh food from 84p a meal. Get your sample box now! # Benefits - Solution for cats who ALWAYS beg # Features - 14 days of fresh food - 84p a meal # Call to action Get your sample box now! # Point of view - Brand: The entire ad is presented from the brand's perspective, as they are the ones making the offer and highlighting the benefits of their product. # Storyline - The ad opens with a question, "Hungry Cat?", immediately grabbing the attention of cat owners who struggle with their cats' constant begging. This is told from the brand's perspective, identifying a common problem among cat owners. - KatKin, speaking as the brand, states their goal to find 400 cat owners whose cats "ALWAYS beg" to try their fresh food. This highlights the brand's focus on solving the issue of picky eating and constant hunger in cats. - The brand offers a solution by inviting cat owners to try 14 days of fresh food for 84p a meal, encouraging them to "Get your sample box now!" This provides a clear call to action and a low-risk opportunity to experience the benefits of KatKin's fresh cat food.

# Ad summary This ad promotes KatKin cat food, emphasizing its use of fresh meat and real fish without fillers. It features a discount offer and aims to appeal to cat owners looking for high-quality, nutritious food for their pets. # Brand positioning KatKin is presented as a premium cat food brand that prioritizes high-quality, natural ingredients. The brand positions itself against traditional cat food options that may contain fillers, emphasizing its commitment to fresh meat and real fish. This positioning suggests a focus on health and nutrition, appealing to pet owners who want the best for their cats. The brand aims to occupy the space of a trustworthy and transparent provider of cat food, aligning with values of quality, health, and natural ingredients. By highlighting the absence of fillers and the use of real ingredients, KatKin pushes against the norm of processed and potentially less nutritious cat food options. # Product KatKin cat food is advertised as a high-quality, nutritious option for cats, made with fresh meat and 100% real fish in every recipe. The ad highlights that the food contains no fillers, addressing a common concern among pet owners about the quality of ingredients in commercial cat food. The product is presented as a solution for cat owners who want to provide their pets with a healthy and natural diet. The ad also includes a visual of the prepared food on a plate, showcasing its texture and appearance. The packaging is a light blue pouch with the brand name "KatKin" prominently displayed. The ad also mentions that 9/10 cat owners see results, suggesting a high level of satisfaction and effectiveness. # Visual style The ad has a clean, bright, and inviting visual style. The use of a solid yellow background creates a cheerful and energetic feel. The product and ingredients are well-lit and presented in a way that emphasizes freshness and quality. The overall aesthetic is modern and appealing, designed to capture attention and convey a sense of trust and reliability. # Hooks Headline: No fillers, just fresh meat # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern that many commercial cat foods contain fillers, which are perceived as unhealthy or low-quality ingredients. "No fillers, just fresh meat" directly counters this concern. # Value propositions - Fresh meat and real fish provide superior nutrition compared to filler-based cat food. - 20% off savings makes high-quality cat food more accessible. # Benefits - High-quality nutrition for cats - Improved results (as seen by 9/10 cat owners) # Features - Fresh meat - 100% real fish in every recipe - No fillers # Call to action None used. # Social proof - 9/10 cat owners see results. # Point of view - Brand: The top caption and offer communicate the brand's value proposition and promotional offer. # Storyline - The ad opens by stating "No fillers, just fresh meat," immediately highlighting the product's key differentiator and addressing a common concern among pet owners. This message is from the brand's perspective, aiming to capture attention and position KatKin as a superior choice. - The ad continues by emphasizing "100% real fish in every recipe. 9/10 cat owners see results." This reinforces the quality of ingredients and provides social proof, building trust and credibility. This is from the brand's perspective, showcasing the product's benefits and positive outcomes. - The ad features a visual of the KatKin packaging, prepared food on a plate, and fresh ingredients, reinforcing the message of quality and natural ingredients. A cat's paw reaches towards the food, implying the cat's enjoyment and desire for the product. This is from the customer's perspective, showing the product in a real-life setting and highlighting its appeal to cats. - The ad includes a "20% OFF Save up to £13" offer, incentivizing purchase and creating a sense of urgency. This is from the brand's perspective, aiming to drive conversion and encourage immediate action.

# Ad summary This ad promotes KatKin, a fresh cat food brand. The ad highlights the high cost and low nutritional value of making your own cat food or buying supermarket brands, and positions KatKin as a healthier, more convenient alternative. # Brand positioning KatKin is presented as a premium cat food brand that prioritizes the health and well-being of cats. The brand positions itself against traditional supermarket cat food brands, which it claims contain low-quality fillers and insufficient real meat. KatKin emphasizes the use of 100% human-quality meat or fish, vet-formulated recipes, and fresh cooking methods. The brand aligns with values of quality, health, and convenience, appealing to cat owners who want the best for their pets without the hassle of making their own cat food. # Product KatKin is a fresh cat food brand that offers vet-formulated, nutritionally complete meals made with 100% human-quality meat or fish. The product is cooked fresh with no fillers and comes in seven tasty recipes. KatKin is sold in individual pouches and can be stored in the freezer. The brand also offers chicken sprinkles to add flavor and nutrients to the meals. KatKin addresses the pain points of cat owners who are concerned about the low quality of supermarket cat food and the high cost and effort of making their own cat food. The ad highlights the convenience and health benefits of KatKin, positioning it as a premium option that is worth the investment. # Visual style The ad has a UGC feel with quick cuts and a casual tone. The production quality is decent, but not overly polished. The pacing is fast, with cuts timed to the voiceover. The visuals include a mix of close-up shots of cat food, cats eating, and product displays. # Hooks Spoken: It could cost you over 900 pounds a year / to make your own cat food. Text overlay: £900 (Text Overlay) Visual: 00:00–00:02: A wide shot shows a table with a plate of homemade cat food, a box of Lickety cat food, and other cat food products. A Siamese cat sits on the table, looking at the food. The background is a white wall and a light fixture. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain points of cat owners who are concerned about the low quality of supermarket cat food and the high cost and effort of making their own cat food. The ad highlights the fact that supermarket cat food often contains low-quality fillers and insufficient real meat, while making your own cat food can be time-consuming, expensive, and may not provide all the necessary nutrients for cats. "Well, it's cheaper because some brands contain as little as 4% real meat bulked out with low cost fillers." # Value propositions - High-quality ingredients: 100% human-quality meat or fish ensures a healthy and nutritious meal for your cat. - Convenience: Ready-made meals save time and effort compared to making your own cat food. - Nutritional completeness: Vet-formulated recipes ensure that your cat receives all the necessary nutrients. - Variety: Seven tasty recipes provide a range of flavors to keep your cat interested. # Benefits - Saves time - Reduces stress - Saves money - Plates licked clean # Features - 100% human quality meat or fish - Vet-formulated - Complete - Cooked fresh - No fillers - Seven tasty recipes # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, highlighting the benefits of KatKin cat food and criticizing the alternatives. # Storyline - 00:00–00:02 The ad opens by showing a large plate of homemade cat food, implying that making your own cat food is time-consuming and expensive. - 00:02–00:04 00:02–00:04: The ad shows a split screen with homemade cat food on the bottom and a bowl of dry cat food on the top. The text overlay states that it could cost over £900 a year to make your own cat food. This is from the brand's perspective, highlighting the high cost of making your own cat food. - 00:04–00:14 00:04–00:14: The ad shows the process of making cat food, including cutting meat and weighing ingredients. The voiceover states that for a typical 4-kilogram cat, you'd need to cook up about 80 to 100 grams of chicken, 135 to 170 grams of turkey, or 145 to 180 grams of beef. This is from the brand's perspective, emphasizing the amount of work involved in making your own cat food. - 00:14–00:18 00:14–00:18: The ad shows cats and meat. The voiceover states that it's around 90 pence to £2 a day in meat alone. This is from the brand's perspective, highlighting the high cost of meat for homemade cat food. - 00:18–00:20 00:18–00:20: The ad shows someone using a calculator. The voiceover states that it's still not nutritionally complete. This is from the brand's perspective, emphasizing that homemade cat food may not provide all the necessary nutrients for cats. - 00:20–00:28 00:20–00:28: The ad shows someone throwing supermarket cat food into the trash. The voiceover states that supermarket food is cheaper because some brands contain as little as 4% real meat bulked out with low-cost fillers. This is from the brand's perspective, criticizing the low quality of supermarket cat food. - 00:28–00:36 00:28–00:36: The ad shows KatKin cat food being prepared and served to cats. The voiceover states that KatKin is different, 100% human-quality meat or fish, vet-formulated and complete. This is from the brand's perspective, highlighting the high quality and nutritional value of KatKin cat food. - 00:36–00:41 00:36–00:41: The ad shows various KatKin products and flavors. The voiceover states that it's cooked fresh with no fillers and seven tasty recipes to choose from. This is from the brand's perspective, emphasizing the variety and freshness of KatKin cat food. - 00:41–00:45 00:41–00:45: The ad shows cats eating KatKin cat food. The voiceover states that it's from £1.99 a day and that's before your 20% discount. This is from the brand's perspective, highlighting the affordability of KatKin cat food. - 00:45–00:50 00:45–00:50: The ad shows cats eating KatKin cat food and a box with a cat inside. The voiceover states that you can save time, stress, and money and see plates licked clean with a two-week fuss-free trial. This is from the brand's perspective, emphasizing the benefits of KatKin cat food and offering a trial period.

# Ad summary This ad addresses the common problem of smelly cat litter trays. It starts with a relatable scenario of a cat owner being disgusted by the smell, then transitions into a personal narrative about trying various ineffective litters. The ad introduces KatKin Scoop Planet as the solution, highlighting its features and benefits through product demonstrations and visuals of happy cats. It reinforces credibility with Trustpilot reviews and concludes with a clear call to action and a discount offer. # Brand positioning KatKin is presented as a modern, environmentally conscious pet care brand that offers effective, natural solutions for common pet owner challenges. It aims to occupy a space in the consumer's mind as a brand that prioritizes both pet well-being and planetary health. The brand aligns with values of sustainability, natural ingredients, and a clean home environment, promoting a lifestyle where pet ownership doesn't compromise freshness or ecological responsibility. It pushes against traditional cat litter norms that often involve strong artificial scents or ineffective odor control, positioning itself as a superior, planet-saving alternative. The brand's positioning is both functional, emphasizing product performance in odor elimination and clumping, and emotional, offering peace of mind and a sense of responsible pet care. # Product The featured product is KatKin Scoop Planet, a 'planet-saving cat litter'. It is described as a plant-based, 100% biodegradable, non-tracking, and fast-clumping cat litter. The ad explicitly states that it 'clumps instantly' and 'locks in smells before they escape'. It is made from 'natural, biodegradable ingredients'. The product is for cat owners who are frustrated with the persistent smell of their cat's litter tray, even after trying various types of litter like clay or scented options. The ad implies it's for those who want a fresh-smelling home and don't want to be woken up by litter odors. The key unique selling propositions (USPs) are its instant clumping, superior odor-locking capabilities, and its natural, biodegradable composition, which addresses environmental concerns. The ad shows the litter being poured into a tray and scooped, demonstrating its ease of use and effectiveness in clumping. # Visual style The ad features a hybrid visual style, blending UGC-like authenticity with polished product shots and graphic overlays. The editing style is characterized by quick cuts, especially during the problem and solution demonstration phases, maintaining a fast pace. The production quality feels high-end UGC, using natural lighting in home environments, which supports a relatable and trustworthy tone. Visual motifs include close-ups of product interaction and cats, emphasizing both functionality and the emotional connection with pets. The pacing is generally fast, with cuts occurring every 1-3 seconds, creating a dynamic and engaging rhythm. Audio-visual sync is evident, with cuts and text overlays often timed to the voiceover's key phrases and music beats. # Hooks Spoken: Tired of the smell of your cat's litter tray? / Then watch this. Text overlay: DOES YOUR CAT'S LITTER TRAY STINK? / WATCH THIS Visual: 00:00–00:02: Medium shot of a woman squatting next to a grey cat litter tray with light-colored litter. She is wearing a black t-shirt and light grey slides, her face is scrunched in disgust, hand covering her nose. The background is a plain white wall and light grey floor tiles. Camera is stationary, eye-level. / 00:02–00:03: Medium shot of a grey British Shorthair cat sitting in a light grey litter tray on a light wooden floor. The cat looks slightly annoyed or serious. The background shows a light brown wooden cabinet and a white wall. Camera is stationary, eye-level. # Funnel stage Conversion # Pain points The central pain point is the persistent, unpleasant odor from a cat's litter tray that permeates the home and disrupts daily life. This is explicitly shown by the woman's disgusted reaction at 00:00-00:02 and stated by the voiceover: "Tired of the smell of your cat's litter tray?" and "The smell filled the whole flat and I just couldn't escape it." # Value propositions - planet-saving cat litter - No smell. No mess. - Just planet-saving litter that doesn't smell like litter. # Benefits - My home smells fresh - I don't get woken up by the smell of the litter tray anymore - smells amazing when it is first introduced to the litter tray and continues to smell amazing a week later - easily remove the wet areas leaving no smelly residue - solid waste also lifts out easily with a scoop # Features - plant-based - 100% Bio-Degradable - Non-tracking - Fast-clumping - clumps instantly - locks in smells before they escape - made from natural, biodegradable ingredients # Call to action TRY WITH 50% OFF (button) # Social proof - "The best litter in the world. I have owned cats for years and tried all sorts of litter. They all pale into insignificance next to scoop. Not only does is not smell when used, it actually has a pleasant smell when out of the bag! Easy to scoop, no tracking with my ragdoll who has fluffy legs. I love this litter." – CH (Verified Reviewer) - "Game changer!! I have tried many cat litters over the years and this is the best by far. It definitely eliminates the smell of urine clumps well easy to scoop tracks less no dust and smells pleasant. I scoop after every visit. my cat is indoor cat and unlike other litters I do not come home to the smell of cat urine Solo is Katkin so his poo isn't that smelly. Yes it's more expensive than the wood pellet litter I previously used but because of my above comments I will continue to use Katkin Scoop brilliant product." – ST (Verified Reviewer) - "Life changing!! No more smell, no more nasty clumping and no more repeat - no more smell!!!!! Highly recommend, will never use any other brand ever. Owner of 2 house kittens" – HY (Verified Reviewer) - "This cat litter smells amazing when it is first introduced to the litter tray and continues to smell amazing a week later! It clumps brilliantly meaning you can easily remove the wet areas leaving no smelly residue. The solid waste also lifts out easily with a scoop. Best litter I have ever come across." – MM (Verified Reviewer) # Point of view - Customer 70% – The ad begins with a customer reacting to a problem, followed by a voiceover sharing a personal struggle and experience with the product, and later features customer reviews. - Brand 30% – Product features and benefits are presented directly by the voiceover, and the ad concludes with a direct offer from the brand. # Storyline - 00:00–00:02 00:00–00:02: A woman reacts with disgust to the smell of a cat litter tray. The voiceover poses a direct question to the viewer about their cat's litter tray, immediately establishing a relatable problem. - 00:02–00:06 00:02–00:06: A grey cat sits in a litter tray. The voiceover shares a personal anecdote about loving their cat but hating the litter tray smell, shifting to a customer's perspective and building empathy. - 00:06–00:14 00:06–00:14: The cat is shown actively using and burying waste in the litter tray. The voiceover continues the personal story, detailing how the smell negatively impacted their daily life (waking them up, putting them off food), intensifying the pain point. - 00:14–00:21 00:14–00:21: Various types of cat litter (clay, scented) are shown being scooped. The voiceover explains that no matter what they tried, the smell always came back, highlighting the common frustration with existing solutions and setting up the need for a new product. The tone is one of exasperation. - 00:21–00:24 00:21–00:24: A fluffy cat sits next to a bag of KatKin Scoop Planet. The voiceover introduces the product as the solution, marking a turning point in the narrative from problem to resolution. - 00:24–00:25 00:24–00:25: A white scoop is shown sifting through the litter, demonstrating its clumping ability. The voiceover highlights the 'instantly clumping' feature, providing a concrete benefit. - 00:25–00:27 00:25–00:27: A black cat watches a box of KatKin litter. The voiceover explains that the litter 'locks in smells before they escape', addressing the core pain point directly. - 00:27–00:30 00:27–00:30: A person pours KatKin litter into a tray. The voiceover emphasizes the natural and biodegradable ingredients, appealing to environmentally conscious consumers. - 00:30–00:32 00:30–00:32: A black cat stands next to the litter bag and tray. The voiceover describes the positive outcome: 'My home smells fresh', reinforcing the product's effectiveness. - 00:32–00:35 00:32–00:35: A white cat sits near a bag of KatKin litter by a window. The voiceover continues to describe the improved quality of life: 'I don't get woken up by the smell of the litter tray anymore', directly addressing the previously established pain point. - 00:35–00:39 00:35–00:39: Trustpilot reviews are shown rapidly scrolling. The voiceover transitions to social proof, inviting viewers to see what 'cat parents are saying on Trustpilot', building credibility. - 00:39–00:43 00:39–00:43: A person cuts open a bag of KatKin litter, and then pours it into a tray. A female voice reads a positive review, providing a direct testimonial and reinforcing the product's claims. - 00:43–00:46 00:43–00:46: A cat is shown near a litter tray. The female voice continues reading the review, emphasizing the long-lasting freshness of the litter. - 00:46–00:48 00:46–00:48: A cat is shown interacting with the litter. The female voice highlights the brilliant clumping, confirming a key feature. - 00:48–00:51 00:48–00:51: A cat sits in a litter tray. The female voice concludes the review by calling it 'the best litter I have ever come across', a strong endorsement. - 00:51–01:03 00:51–01:03: A static graphic displays the product, an offer, and text. The voiceover reiterates the problem and solution, then presents a clear call to action and discount, driving conversion. - 01:03–01:09 01:03–01:09: Various cats are shown being petted and looking content. This serves as a positive reinforcement of happy pet ownership, subtly linking it to the product's benefits and ending on an emotional note.

# Ad summary This image ad features a tabby cat holding a package of KatKin cat food. The ad highlights the brand's fresh ingredients and offers free delivery. # Brand positioning KatKin is presented as a premium cat food brand that prioritizes fresh, high-quality ingredients. The brand aims to occupy the space of providing cats with a diet that is both nutritious and delicious, similar to what humans eat. The brand aligns with values of health, quality, and convenience, offering a subscription service with free delivery. KatKin pushes against the norms of traditional dry or canned cat food by emphasizing the freshness and gentleness of its cooking process, positioning itself as a healthier alternative. The brand positioning is both functional (fresh ingredients, gentle cooking) and emotional (providing the best for your cat). # Product The product featured is KatKin cat food, specifically the Chicken Recipe. It is described as "COMPLETE AND BALANCED FOOD FOR CATS & KITTENS." The packaging highlights that it is made with "100% FRESH MEAT," "GENTLY COOKED," and "FROZEN FRESH." The ad addresses the purchase barrier of cost by highlighting that it is available "FROM £1.68 A DAY + FREE DELIVERY." # Visual style The ad has a humorous and playful visual style. The production quality is high, with a clear and well-lit image. The image treatment includes a fisheye lens effect, which adds to the humorous tone. The typography is large and bold, making it easy to read. The ad contrasts with typical norms by featuring a cat holding the product, which is unexpected and attention-grabbing. # Hooks Headline: WHEN YOUR CAT TAKES DINNER INTO THEIR OWN PAWS. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional cat food options may not be as fresh or healthy as KatKin. The headline, "WHEN YOUR CAT TAKES DINNER INTO THEIR OWN PAWS," suggests that cats may be dissatisfied with their current food. # Value propositions - Fresh ingredients for a healthier cat - Gentle cooking process to preserve nutrients - Frozen fresh to maintain quality - Available from £1.68 a day + free delivery # Benefits - Fresh, high-quality ingredients - Nutritious and delicious diet for cats - Convenient subscription service with free delivery # Features - 100% FRESH MEAT - GENTLY COOKED - FROZEN FRESH - COMPLETE AND BALANCED FOOD FOR CATS & KITTENS # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - The ad opens with the question, "WHEN YOUR CAT TAKES DINNER INTO THEIR OWN PAWS." This is intended to grab the viewer's attention with a humorous scenario, told from the brand's perspective. - The image then shows a cat holding a package of KatKin cat food. This is intended to showcase the product and its key features, told from the brand's perspective. - Finally, the ad highlights the price and free delivery offer. This is intended to incentivize the viewer to purchase the product, told from the brand's perspective.