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Blogging Is The Latest Cat’s Meow
By: Briskman Stanfield
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These days everyone is a blogger. While some have been called animals for their "insights," the newest to post truly befits the description. 

The up-and-coming contributor is W. (Mittens) Bloomfield, who happens to be a cat, gender unknown. Under that byline Bloomfield, who by the way will NOT be found on Talent Zoo, is the star of a new campaign by Merrick Pet Care.

Clever? Absolutely. New? Not, exactly. Think back to the infamous Morris (9Lives/Del Monte), or just ask your parents...or grandparents, if necessary. But truth be told, no cat could be more finicky or cooler than our loveable, orange tabby. Yet the fact remains that dear Morris was of another era, one not acquainted with social media.

Fast forward to Bloomfield, a fresh American Shorthair who’s working it on all fours. Current and opinionated, this witty cat has been groomed to become the critical darling to all feline fans and fanciers.

For example, Bloomfield will grace its pawmanship on Facebook, Klout, and Twitter in addition to print and online ads (the first to appear Wednesday in the New York Times' Dining section) with the main campaign course via websites of the food/pet-focused kind (i.e., “CatChannel, Eater, Foodbeast, Food Republic, Pet360 and Serious Eats”). 

As new foodie Bloomfield meows his best to the well-deserved meals he samples, (all Purrfect Bistro products of course) it's worth noting that they also happen to be "organic" or "natural," a specialty of Merrick Pet Care.

Hmm...organic and natural. The healthier lifestyle has found yet another marketing niche: the family pet. Does it not make perfect sense (and dollars)? Most people treat their pets better than their relatives. Unconditional love is powerful. Mix this concept with the idea of having a new-fangled blogger of the non-human persuasion and that is a recipe for delicious, irresistible success, in this case created by Carmichael Lynch Spong in Minneapolis (part of the Carmichael Lynch division of the Interpublic Group of Companies.

In their attempt to appeal to all feline lovers, the estimated budget shot up to $100,000, a number that spells high hopes since it is way above what Merrick spent in the past three years (the $2,000 to $7,000 range).  

Is this blogger campaign “five paws” worthy (to quote Bloomfield)? Judge the catchat for yourself on thecatcritic.com (and as for Morris, wherever you are, you still rule your own timeline!).


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About the Author

Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.

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