WHISKAS® launches The Purrcast – a paws-itively genius podcast hosted by cats, for humans
By Amiya Sehgal on Wednesday, May 28, 2025
In a world where puppies get all the prep and kittens are left to fend for themselves (rude), WHISKAS® is flipping the script by introducing The Purrcast, which is a brand-new global campaign from Mars Petcare’s WHISKAS® brand, developed with the cat-lovers at AMV BBDO, London. And yes, it’s exactly what it sounds like: a podcast hosted by actual cats.
Why? Because Gen Z and Millennials are officially the meow-nority of kitten parents, accounting for a whopping 72% of new feline families. But while love comes easy, litter boxes, diet plans, and toy preferences? Not so much. The Purrcast is here to help decode kitten chaos, one soft purr and sassy hiss at a time.
Launching across social and video-first platforms (because kittens and TikTok = soulmates), The Purrcast delivers snappy, smart, and secretly educational content disguised as adorable entertainment. Think cat-versations around common kitty questions, guided by whiskered hosts who clearly know best.
Chris Rodi, Global VP of Mars Pet Nutrition, put it best: “The Purrcast is more than content – it’s a lifeline for anyone navigating the wild but wonderful world of kitten parenthood. We’ve paired deep audience insight with playful creativity to deliver a campaign to help pet parents grow little purrs into big ones.”
Backed by multi-lingual research across Europe, Latin America, and Southeast Asia, the campaign tailors its answers to real pet parent dilemmas, crowdsourced from search engines, social DMs, and frantic 2AM Google queries.
“It’s chaotic, unpredictable and completely adorable—just like owning a kitten,” said Will Brookwell, part of the creative trio behind the campaign. “The Purrcast gives you all the guidance, minus the guilt. And because it’s hosted by cats, it comes with just the right amount of attitude.”
So if your kitten is treating your curtains like Everest, or you’re wondering whether that 3am zoomie is normal (spoiler: it is), just plug in, paws up, and press play.
