Mars Canada Inc.’s Temptations All Natural cat treat brand is adding another entry to an internet full of silly cat videos with the launch of its “Work it Kitty” campaign.

With creative by DDB Chicago, social media by Proximity Canada, in-store marketing and sampling by Match Marketing Group and media by MediaCom, the new campaign is targeted at cat owners aged 18 to 49.

Currently, the campaign consists of a cat workout music video, which is hosted on YouTube, and the Work it Kitty microsite and features the song “I Don’t Wanna Dance” by Alex Gaudino and Taboo. The video was created in partnership with New York-based Ultra Music and is supported by a public and media relations campaign targeted at industry and trade, consumer lifestyle and entertainment, as well as cat bloggers.

Starting in July, Temptations will roll out a national English and French TV buy, with 15-second ads airing on CBC, CTV, TVA and specialty channels like Animal Planet. The TV buy will be supported by digital pre-roll, as well as a UPC collection and redemption campaign, in-store displays and a direct-to-consumer sampling initiative.

Brittany Compton, senior brand manager, Temptations, Mars Canada Inc., says that the aim of the campaign is to extend the brand’s playful identity. She says creating a full-length music video, a first for Temptations, offered the brand a new way to entertain consumers and build hype through shared media, so that the product will already be on consumers’ minds when the broader campaign kicks off in July.

The ‘Work it Kitty” campaign will run until the fall.

[iframe_youtube video=”rL82YimQVFI”]