Morris’ Rescue Watch

Campaign: Morris’ Rescue Watch
Company: 9Lives
Nonprofit Partner: ASPCA
Launch Date: September 30, 2013

Campaign: 

9Lives has launched a new cause marketing effort called “Morris’ Rescue Watch” to generate food donations for local shelter cats by encouraging cat lovers to watch online videos. In partnership with the ASPCA, for every view, 9Lives cat food will donate one meal to a shelter, up to 1 million meals.  Additionally, through October 18, 2013, fans may submit their own cat videos for a chance to be one of three winners to each receive a year’s supply of 9Lives® cat food and a $3,000 donation to a shelter of their choice. 

Our Take: 

This campaign is simple, straightforward and smartly taps into existing online behavior to benefit a cause. Using Morris’ adoption story as the backdrop for the campaign helps infuse authenticity into this effort from 9Lives. In an era when cat videos go viral and cause rules supreme, this campaign has all the building blocks to be the cat’s meow.