menu
what we do
The Friskies in-store relaunch mood, strategically unifying dog and cat worlds

Friskies®: the 2026 in-store relaunch bringing the dog and cat worlds together under one retail strategy.

A retail activation project designed to reinforce Friskies® presence across grocery retail, while delivering a renewed brand experience.

speciality
  • Consumer communication
  • Below the line
  • POS activation
deliverable
  • Visibility retail toolkit
  • Retail materials

Purina® Friskies® partnered with long-standing agency ATC – All Things Communicate to strengthen the brand’s visibility within the grocery retail channel through a strategic in-store relaunch. The objective was to develop a retail communication scenario capable of refreshing shelf visibility while giving the dog and cat ranges a coordinated and distinctive identity.

A further challenge, was to turn branded retail spaces into relevant engaging destinations for both existing consumers and prospects, while expressing the core values behind Friskies®..

A retail theatricalisation to elevate the brand in-store

ATC developed an in-store theatricalisation designed to bring the dog and cat universes into dialogue through a mirrored visual format easy to decode, enhancing the imagery of the hero pets.

The relaunch centred around 3 core assets: a scenic arch, modular display units and a gondola end. Each element was developed to improve navigation across the Friskies® range and support product readability throughout the shopper journey.

The dog and cat display unit designed for retail by ATC to relaunch the brand Friskies
More than 40 years of expertise brought into the retail environment

At a conceptual level, the project highlighted Friskies® key brand pillars: tailored nutrition for every need, more than 40 years of expertise in pet food, and carefully selected, high-quality ingredients.

Alongside this, the materials communicated the brand’s commitment to sustainability through a responsible supply chain, highlighting the partnership with farmers dedicated to soil regeneration, the very land where the ingredients for Friskies® recipes are sourced. To allow consumers to explore these stories further online, dedicated QR codes were integrated into the display’s shelf strips.

An eye-catching gondola end for 2026 Friskies relaunch
From the visibility system to the shopping experience

The Friskies® 2026 activation project reflects the ATC approach to retail communication: transforming every touchpoint into a meaningful opportunity for connection between brand and audience.

From a shopper experience perspective, shelf presence becomes more than a display solution: a storytelling device designed to drive awareness, engagement and long-term brand recall.