With the striking insight that cats love boxes the idea was born to reward every order in the online shop with unique 'cat packs'. 5 different pack styles were created to resemble the different cat personalities. We found out that there are cats that love to chill, others love to jump and again others prefer to slide when playing with packs. When placing an order in the online shop these packs were used to send out the ordered goods and when arriving in peoples homes, they could easily be used as a new toy for the cat.

Once the news about the unique 'Fressnapf service' spread, the new cat packs hit the mark. 34% more page visits and a sales uplift of 12% within online orders for cat products in the first 3 months. Furthermore we encouraged users to send in their private videos and found a multitude of user generated videos that were uploaded to the website www.cat-pack.de, all showing the new packs in use.