At the heart of the campaign, being run by the firm's in-house team, is a Facebook competition launched earlier in this week encouraging fans to share a video of the "most unusual thing that your #curiouscat has done", giving them the chance to a win a month's supply of the feline grub.
Freud Communications is also doing blogger outreach to support the campaign.
Katie Griffiths, Whiskas UK brand director, said: "We understand that cats see the world in a wonderfully unique way. We have launched this campaign to celebrate and bring to life the character trait that makes cats truly distinctive – their curiosity. We want to use this to connect with our audience in new ways, bringing to life our expertise and strengthening the understanding and bond owners have with their cats."
The video shown above is part of a series of three 20-second ads created by AMV BBDO, which will run across TV and online until Christmas. The campaign will then continue in the new year.
