WHISKAS has released a limited-edition WHISKAS ‘Pocket Dial’, an interactive button that allows cats to “order” dinner with a tap of their paw.
When pressed, the device alerts the owner and automatically adds a free sample of WHISKA Dry NOW with POCKETS kibble to their Uber Eats cart.
The activity supports the launch of WHISKAS Dry with POCKETS, the brand’s latest kibble renovation, crafted to meet cats’ natural texture and flavour preferences.
Featuring irresistible crunchy POCKETS with a soft, creamy centre, the range delivers two textures cats instinctively love. The range reflects WHISKAS’ commitment to continuously refining its recipes, providing complete and balanced nutrition while bringing more variety and excitement to every bowl.
New research commissioned by WHISKAS highlights key emotional drivers within the category.
Findings show that feeding anxiety is real among Kiwi cat parents, with 44 percent admitting that they feel guilty or confused; they may not always be meeting their cat’s hunger needs. Almost half believe that if their cat could talk, they’d be very clear about what they want to eat.
With 27 percent of cat owners agreeing that their cat already runs the household, it’s little surprise that more than half say a device that lets their cat signal when they’re hungry would be genuinely helpful.
Shane Hammond, Market Director at Mars New Zealand, said cats have always been excellent communicators.
“When hunger strikes, cats don’t stay quiet. From attention-seeking meows and intense eye contact to learned behaviours like following their humans or pawing at empty bowls, they’re surprisingly strategic communicators,” he said.
The ‘Pocket Dial’ taps into these natural instincts, giving cats a clear way to signal mealtime, and helping humans respond with food designed around what cats naturally enjoy.
Broadcaster and pet owner Polly ‘PJ’ Harding was among the first to trial the ‘Pocket Dial’ button with her cat, saying the power dynamic at home was already clear, and this just made it official.
To support the campaign, a limited number of ‘Pocket Dial’ buttons will be made available to consumers who register their interest.
