Whiskas Challenges Channel 4 To Change Show Name

Today WHISKAS®, part of the Mars family of brands, has publicly called on Channel 4 to rename its iconic comedy TV franchise 8 Out of 10 Cats.

According to internet lore, the legendary TV show title was originally inspired by the brand’s historic advertising tagline, "8 out of 10 cat owners said their cats preferred WHISKAS®." But the science of cat food has evolved . Following half a decade of rigorous taste-testing and recipe innovation, the brand has launched its most advanced and delicious range to date. Now a resounding 9 out of 10 cats now love the new WHISKAS® recipe.**

To ensure Channel 4 executives don't miss the memo, outdoor ads and a digital ad-van is currently outside Channel 4’s London headquarters, while giant, full-page open letters have taken over national newspapers to set the record straight. WHISKAS® is also throwing down the gauntlet across its social media channels.

WHISKAS® and Battersea Dogs & Cats Home are building on their longstanding partnership to front the campaign with three fabulous rescue cats named in honour of comedy icons: Rob Beckcat, Sarah Meowlican and Joe Whiskason. WHISKAS® has guaranteed a £10,000 donation to Battersea to support their incredible work, with a promise to double the donation to £20,000 if Channel 4 agrees to change the show's name.

Annie Argyle, WHISKAS® Brand Director said "When 8 out of 10 cats lovingly borrowed our tagline over twenty years ago, we were flattered. Now that we understand even more about cats and what they love to eat, we are inviting the public to get behind us and call for a name change. If Channel 4 get on board, we will be thrilled to double our existing donation and help even more cats in need, in partnership with our friends at Battersea. The ball of wool is your court, Channel 4."

Grace Oliver, Cattery Team Leader at Battersea, added: “We are incredibly grateful for this new donation, as well as the long-standing support from Mars and its brands, including WHISKAS®, over the last 18 years. Generous donations of WHISKAS® food have helped us feed the cats in our care, and we can certainly confirm that the new recipes are being savoured by many. The cats starring in this campaign are just a few of the brilliant rescue cats looking for new families. Ultimately, we’re hoping to find a 10 out of 10 home for every single one of them.”

The earned media and creative campaign was led by Weber Shandwick, spanning campaign concept development, creative direction, photography, OOH/DOOH assets and earned narrative. 

The social campaign was a collaborative effort across Publicis Groupe’s OneMars Social & Influencer team, spanning strategy, creative development, and execution.

It’s time to rewrite TV history. Cat lovers, pet parents, and comedy fans across the UK can read the open letter, meet the Battersea rescue cats, and sign the official WHISKAS® paw-tition by visiting: www.whiskas.co.uk/getinvolved

Open Letter:

Channel 4 – WE NEED TO TALK

Dear 8 out of 10 Cats

We loved it when you named your show after our famous claim back in 2005 – no hard felines, it was the purr-fect tribute.

But we just launched our best ever WHISKAS®* and the stats have changed: 9 out of 10 cats love WHISKAS®**.

Since inaccuracy is a complete cat-astrophe, let’s sort this out and support a good cause. To celebrate this breakthrough, we’re donating £10,000 to Battersea Cats and Dogs Home – and if you change your name to ‘9 out of 10 cats does COUNTDOWN’ we’ll double the donation.

Your time starts now,

The WHISKAS® Team