Collector: World of Felix back in-store for 16 months

Nestle Purina is putting its World of Felix activity back on-shelf in September for a 16-month stint.

The cat food range's long-term loyalty drive features an on-pack collector mechanic. Consumers collect tokens that can be redeemed against Felix merchandise, including fleece cat igloos, blankets and mugs, by post or online.

The push, through Geronimo, aims to broaden the appeal of the brand and increase loyalty and market share.

The campaign builds on the success of the "World of Felix" campaign, launched in October 2002, which saw 125,000 items claimed.

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