THE IDEA
Plenti members understood they could earn points with their card, but didn’t necessarily understand the value of enrollment with every Plenti partner. Instead of using their card when shopping for everything from gas and groceries to a new wardrobe, they were using it only sometimes and with only one partner.
To get members to think about swiping their card every time they shop, we proposed giving them each a kitten. But this cute critter doesn’t eat kibble — it likes to chow down on Plenti points. With every Plenti purchase, the cat will evolve into a fatter and fatter cat, burping up great offers and prizes.
THE EXPERIENCE
The Fat Cat serves as an online tracker, demonstrating the value of using Plenti in real time. The more members swipe, the more their kitty grows, unlocking special rewards. Plus, the more meals members swipe, the more chances they get to live large themselves — with The Fat Cat Sweepstakes grand prize of groceries, luxuries, fine dining and gas for a year.
MY ROLE: Associate Creative Director, Art
Illustrator: John Hazard
Illustrator: John Hazard