Purina has recruited YouTube cat stars Grumpy Cat (Tardar Sauce), Colonel Meow, Oskar the Blind Cat, Nala Cat, and Hamilton the Hipster Cat to appear in a music video promoting the cause of wet food for all cats. The campaign includes micro sites friskies.com/holiday and ifyoufeedme.com, encouraging charity support for shelter cats across the USA.
Purina committed to donating Friskies wet food to five cat welfare organisations, chosen by the celebrity cat owners, one can for every view of the music video up to the first 500,000 views. The viral success of the music video means that each charity will receive up to 100,000 cans of Friskies wet cat food: Cat Welfare Association (Grumpy Cat), Purrfect Pals (Oskar The Blind Cat), Kitten Rescue (Nala Cat), The Seattle Persian and Himalayan Rescue (Colonel Meow) and Humane Society Silicon Valley (Hamilton The Hipster Cat).
To debut the music video, the supergroup made a first-ever appearance together with Santa at Capitol Records recording studio in Los Angeles in an event hosted by well-known cat lover and actress Angela Kinsey.