Arun Sudhaman 07 Dec 2011 // 12:00AM GMT
VEVEY--Nestle Purina, the pet food division of food giant Nestle, is searching for an agency to handle a new pan-European PR brief targeting cat owners.
The Holmes Report understands that the food giant has briefed international agencies regarding the six-figure programme.
While Nestle Purina houses numerous pet food brands, it is believed that the brief in question calls for a specific focus on cat owners and vets, touting the company's 'well cat' credentials. These include advice on choosing, feeding and caring for cats.
Accordingly, the programme is being viewed as an educational initiative designed to hone Nestle Purina's overall positioning, rather than an overt consumer marketing effort.
It is also understood that the UK has been singled out as an important market, given the high number of cat owners in the country.
Representatives from Nestle had not responded to request for comment as this story went live.