Direct news: Felix introduces loyalty scheme

Nestle Purina is attempting to build stronger relationships with its customers with a loyalty programme for its Felix Kitten food brand.

A year-long campaign developed by integrated agency Geronimo will promote the programme on-pack, online and in press ads.

It will encourage people to call a helpline or visit www.catslikefelix.co.uk/kitten to order a free Taster pack, which includes pouches of cat food, an advice booklet and a toy mouse.

Nestle plans to follow this with money-off coupons and further mailers to ensure that consumers stay with the Kitten range and then move on to its Adult Food range.

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