Meow Mix Taps Viva Partnership.

The Meow Mix Company, makers of Meow Mix and Alley Cat brands of dry cat food, is partnering with Viva Partnership of Miami to dish up a comprehensive US Hispanic effort designed to position Meow Mix as the cat food of choice for “el gatos” and the Hispanic cat owners who love them.

Meow Mix has always taken an innovative approach to marketing, with colorful packaging, a light-hearted, interactive web site and the catchy “Meow, meow, meow,” jingle. The Spanish-language campaign, now rolling out with radio spots airing in Houston and Fresno, is just as energetic, colorful and fun spirited.

“Meow Mix is allowing us the freedom to be very creative, and as importantly, very Latin,” according to Linda Gonzalez, president of Viva. “We’re able to develop all strategy from a purely Hispanic point of view. General market rules and criteria rarely apply to US Hispanic marketing. Yet few companies can cut the cord to general market thinking when launching a US Hispanic campaign. Meow Mix, as a forward-thinking, innovative company, is bold enough to do that.”

Viva won the Meow Mix assignment after pitching against other top Hispanic agencies in a competitive review. “With less than a week’s notice, our creative teams put together two winning radio spots that clinched the account for us,” says Gonzalez. “The other agencies had been preparing for some time, and we came in at the last minute for the win.”