‘The Purrcast’ from Whiskas Helps Gen MZ Cat Parents Raise Happier Kittens

More zoomers are adopting kittens and finding themselves hilariously unprepared. 

This is the insight behind Whiskas' new "The Purrcast," a kitten advice podcast hosted by cats.

Made with creative agency AMV BBDO, the social-first campaign aims to help new pet parents handle the unpredictable, chaotic joy of raising a kitten.

 

 

 

 

 

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72% of new kittens are now going home to Gen Z and Millennial households.

And Whiskas' efforts are meeting its audience where they are: on social media, with bite-sized video content in a format they already love.

“It’s a lifeline for anyone navigating the wild but wonderful world of kitten parenthood,” Chris Rodi, global VP at Mars Pet Nutrition for Whiskas, said of the podcast.

"We’ve paired deep audience insight with playful creativity to deliver a campaign to help pet parents grow little purrs into big ones."

The podcast tackles a range of common concerns like feeding, playtime, and weird kitten behavior.

 

 

 

 

 

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All content is delivered in the voices of the two hosts: Caspurr, an older, wiser cat, and Agnes, an excitable newcomer.

Their conversations aim to reassure confused kitten owners in a format that doesn’t feel like a lecture.

“Being a new kitten parent isn’t easy. It can be a chaotic time full of twists and turns, so we wanted to help in an entertaining way,” said AMV BBDO’s Will Brookwell, part of the creative team with Louis Prenaud and Chelly Samways.

Overall, "The Purrcast" manages to be a cute and fun way to educate new pet owners on the nuances of proper cat care.

As Brookwell puts it, it’s "warm, welcoming and wonderfully feline," which is "everything a Whiskas campaign should be."

Cats on the Mic

The series is set in a cozy living room that doubles as a kitten playground, complete with fluffy cushions and dangling toys.

Each episode features Caspurr and Agnes discussing specific questions like:

• What should my kitten be drinking?
• Why does my kitten make that sound?
• What should you actually feed a kitten?

 

 

 

 

 

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The Whiskas team built the Purrcast using insights from a multilingual analysis of pet parent searches and social conversations.

They also looked at direct feedback from consumers across Europe, Latin America, and Southeast Asia.

The goal was to understand not just what people were asking, but also how they were asking it.

Then, they turned those queries into engaging and informative episodes.

The campaign rolled out first in the U.K. via YouTube, TikTok, Instagram, Facebook, Reddit, and Spotify.

Our Take: The Perfect Podcast for Cat Parents?

All episodes are hosted on WHISKAS’ website and social channels, allowing for ongoing engagement and content expansion.

The format is built for longevity, able to grow alongside new cat parents and their not-so-little furballs.

To me, the latest campaign hits the sweet spot.

When creative agencies focus on the actual thoughts of their consumers.

It's a clear sign that the brand and agency are putting emotional engagement over hard selling.

This can help build trust, loyalty, and real connections that outlast the usual campaign cycle.

Meanwhile, in other news, Ford is bringing the cat energy to its latest EV campaign with W+K London.