The secrets of food marketing

“With much enthusiasm, creativity and relentless hard work, Catsnake gave us ‘The Secrets of Food Marketing’, a film that has attracted an amazing 8.4 million views – and counting! Catsnake are an agency who definitely promise a lot and still blow your expectations to smithereens (in a good way)”Sophie Baden, Direct Marketing Co-ordinator at Compassion in World Farming

Compassion in world farming
Compassion in World Farming wanted to spark debate about the ethics of modern farming methods and food labelling.

Having previously used shocking factory farming footage to cause outrage, CiWF wanted a creative approach that would be watched and shared by everyone, not just their existing supporters.

24 million views, across YouTube and Facebook. Led to over 13,000 new mailing list sign ups in the first twelve months.99.96% of views came from people outside of CiWF’s existing supporter base.

3,810 YouTube comments, the vast majority of which are references to the ethics of meat and modern farming practices.

Voted as Upworthy’s most “eye-popping post” of the year. A high proportion of the comments on the film on social media see people debating the ethics of farming methods – a key requirement of the original brief.