Robbie Williams Plays Second Fiddle to Felix the Cat in Campaign from Purina

Purina's Felix, has today announced a partnership with global music superstar Robbie Williams, as part of a European-wide campaign from AFG and Craft Worldwide.

Taking inspiration from Robbie Williams’ own cats and the antics of the playful Felix, the global superstar lends his voice to the iconic Felix character with a joyous and upbeat track in Robbie’s signature style. Robbie performs alongside a live orchestra which celebrates all aspects of Felix’s mischievous personality. In the accompanying film, directed by Marco Grandia, Robbie co-stars alongside a cheeky Felix, playing second fiddle to the much-loved feline.

In addition to the film premiere, which launched on January 25th and is simultaneously broadcast across all 25+ European markets, the multi-channel campaign will feature across Meta, TikTok, a partnership with YouTube, on FelixandRobbie.com as well as further activations later this year.

The campaign, devised and created by creative agency AFG, builds upon the success of Felix’s ‘It’s Great to Be a Cat’ platform, which was first launched in 2022. The unveiling of the bespoke track sung and written by Robbie Williams, entitled ‘It’s Great to Be A Cat’, marks an exciting evolution for that platform in 2023.

Robbie Williams said: “The cat is out of the bag, I’m the new voice of Felix. I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say, It’s Great to Be a Cat.”

Rebecca Marshall, Felix senior brand manager, Purina UK&I said: “It’s Great to Be a Cat is a true celebration of what Felix represents – fun, mischievous, entertaining and a true reflection of just how great cats are. This campaign will continue to elevate the brand to new and existing audiences, and we believe Robbie and his iconic voice are the ideal partnership for us.

“For the first time, we have used different approaches across multiple channels for the campaign, including a YouTube partnership and TikTok with creators in the UK as well as some upcoming experiential activations. We’re excited to see the results that are delivered.”

Daniel Taylor, managing partner at AFG said: “We were very excited to be bringing two lovable and mischievous superstars together in this exciting collaboration between Robbie and Felix. For years Felix has always been a much loved and mischievous cat entertainer, and Robbie is the perfect brand fit. Our brief from Purina was to take the Felix brand to the next level – for it to become a more inspiring and visionary brand for all cat owners.”