Most new pet parents read everything before bringing home a puppy. But kittens? People wing it—then Google “can cats drink milk?” at 2 a.m.
Whiskas saw the gap. So they launched The Purrcast—a cat-hosted podcast starring Agnes, a restless kitten, and Caspurr, the older, wiser feline, who deliver bite-sized answers to big kitten questions. Like: how often should you play with a kitten? (More than you think.) What kind of milk can they drink? (Not cow’s.) How do you introduce them to your older cat? (Hint: not with a surprise ambush.)
The series launches in June in the U.K., across TikTok, YouTube, Spotify, Facebook, Instagram and Reddit. Created by AMV BBDO, it’s less branded content, more chaotic cat content with genuinely helpful info. That’s the trick: it’s watchable because it doesn’t feel like an ad.
The twist? It’s educational content hosted by the very audience it’s meant to serve. And unlike the usual expert-in-a-chair format, these furry “hosts” are curled up on couches, swatting at pillows mid-shoot. AMV’s creative duo Will Brookwell and Louis Prénaud called the kitten wrangling “a nightmare,” but the kind that delivers viral magic—if you can keep Agnes from bolting off set.
It’s an interesting shift: pet care as lifestyle content, not a lecture. And it nails the tone Gen Z and millennial audiences want—relatable, not prescriptive.
Turns out, when you swap out stock footage and voiceovers for messy, meowing hosts, people don’t just watch. They stay, learn, and share. And that’s how a cat food brand becomes a trusted voice in pet parenting—one Purrcast at a time.
