Our goal was to own the lick through a series of relatable, fun moments we experience with our cats as they enjoy their favorite snack. We started by baking the single most important action into our tagline, and built out the stories and catchy jingle from there. Throughout the campaign, we elevated the Delectables visual identity, owning their signature colors and the act of licking. In social, we played up the moments between human, cat, and treats.