2025 Winner

Meow Mix set out to reconnect with younger cat lovers by turning its catchy jingle into an online challenge. While many Millennials and Gen Zers knew the tune, few had actively engaged with the brand. So Meow Mix created “The Meow-a-Thon,” a 12-hour YouTube pre-roll ad that dared fans to listen to the jingle on repeat. The longer they listened, the more Meow Mix coupons they unlocked. The video couldn’t be skipped or scrubbed, and a web version ensured anyone could take part. The end result? More than 13,000 participants, 1,400 hours of jingle playtime and a 36.9% sales jump.

Credits

Creative Agency: Leo Toronto
President: Ben Tarr
Chief Creative Officer: Steve Persico
Managing Director, Account Services: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Executive Creative Director: Kohl Forsberg
Senior Art Director: Jerry Yang
Senior Copywriter: Michael Carey
Executive Producer: Emma Du Boisson
Producer: Mike Spilchuk
VP Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Bianca LaPenna
Digital Project Director: Thomas Degez
Digital Project Manager: Lovina Agarwal
Web Developer: David Freedman
Digital Designer: Carrie Ma

Production Company/Editorial: Leo Productions
VP, Post & Print Production: Gord Cathmoir
Executive Producer: Janice Rebelo
Senior Developer, Editor & Animation: Dan Purdy
Editor: Jon Krogh

Audio House: Eggplant
Sound Director: Adam Damelin
Chief Audio Engineer: Nathan Handy
Audio Engineer: Peter Pacey
Executive Producer: Nicola Treadgold
Producer: Laura Merrett
Associate Producer: Nick Nadeau

Media Partner: Spark Foundry
SVP Media Planning: Paul Hewitt
Group Account Director: Elesia Stewart
Senior Media Planner: Verun Pillai
Senior Media Planner: Penny Pensotes
Media Planner: Mackensie Leszczynski
Social Specialist: Serhii Mordak

Client: Smucker Foods of Canada Corp.
VP Marketing: Adam Zitney
Marketing Director: Leah Milne
Senior Manager, Integrated Media & Intelligence: Sarah Brown
Senior Brand Manager: Marla Shore
Assistant Brand Manager: Jenny Thorne