It’s no secret cat-people and dog-people are distincly different. When it comes to mealtime, our research showed that difference highlighted by the elevated food experience cat-people seek out for their pets.

So, to launch Fancy Feast’s newest gourmet line of cat food, we needed to bring to life the elevated experience Fancy Feast promises. And we needed to do it in a memorable way.

Hello, Gatto Bianco (White Cat). Partnering with Michelin Star winning Italian chef and acclaimed New York restauratuer, Cesare Casela, we created a limited-time pop-up trattoria in NYC. With dishes inspired by Fancy Feast, Gatto Bianco mirrored the sensory and culinary experience of cats at mealtime. With reservations available on Open Table, the restaurant sold out in minutes.

The coverage of this first-of-its-kind restaurant made headlines nationwide, resulting in Nestlé Purina’s most covered campaign, earning billions of impressions and delivering double-digit profit growth for Fancy Feast.