Fancy Feast Targets Cat- and Cheesemongers on Pinterest

Cat and cheese lovers are in luck: To push an expanded line of cat food with cheddar, Fancy Feast has turned to Pinterest.

The cat food brand launched a promotion, the Cheese Affair Pin to Win Pinterest Sweepstakes, which it says gives “cat lovers and cheese connoisseurs” a chance to win cheese-inspired prizes, including: 70,000 cans of Fancy Feast Delights with Cheddar Classic; 1,000 cheeseboard and chalk sets; 500 do-it-yourself cheese-making kits; and three trips for two to New York to attend a Cheese Soiree and cooking class with cheese expert Liz Thorpe.

Courtney Louch, assistant brand manager, says Fancy Feast’s first four varieties of Delights with Cheddar have been very popular since debuting in 2011 and they are “based on a basic passion — a universal love for cheese.” The line has since been expanded to include four additional entrees.

To enter, consumers can visit the Cheese Affair website, click “Start Pinning,” and scroll down to pin the weekly image and complete the registration form.

The promotion includes four pins — one for each week of the contest, Louch says. Participants are encouraged to pin each week.

The Cheese Affair website also has cheese-inspired ideas and tips, including recipes, pairing ideas and other content co-authored by Thorpe.

“We noticed Pinterest is becoming extremely popular and know our consumers are on Pinterest, so we wanted to be there as well and provide them with interesting and engaging content, Louch says. “A few months ago, we started Fancy Feast’s Pinterest boards, but we wanted to promote the fact that we’re on Pinterest, drive consumers and make them aware…to start pinning and interact with our boards.”

Louch says the brand has had “several thousands” enter since it launched on July 15.

The campaign ends August 11.

Fancy Feast has five boards, 115 pins and 380 followers on Pinterest.

The Pinterest page launched in May and the CheeseAffair.com microsite followed in July.

The brand has 524,000 likes on Facebook and 6,600 Twitter followers.

Fancy Feast is a Nestle Purina PetCare brand.