KNSK Makes Josera the 'Perfect Match' for Fussy Cats
Updated: 13 hours ago
Hamburg agency KNSK has launched an international brand campaign, 'Perfect Match', for German family-owned pet-food maker Josera — using a visual trick that matches cats to the animal on the pack to build the brand's credibility in cat food, where it is less known than in dog food.
What Josera Launched
KNSK, the Hamburg agency led by Kim Notz, has rolled out an international campaign, 'Perfect Match', for German family-owned pet-food maker Josera (part of the Erbacher group). The creative uses a visual trick that matches real cats to the animal shown on the pack.
The goal is to build Josera's credibility specifically in cat food, since the brand is mainly known for dog food. It follows an earlier September masterbrand push for Josera's cat range.
Why the Concept Works
The 'Perfect Match' idea borrows the instantly recognisable language of dating-app matching, which makes a functional message — the right food for your cat — feel playful and shareable.
Crucially, it addresses a real brand problem: Josera has permission in dog food but has to earn it in cats. A single, memorable creative device is an efficient way to plant a new association.
Marketing Minute's Take
This is a textbook brand-extension challenge. A brand strong in one category can't just assume its equity transfers; it has to give consumers a fresh, category-specific reason to believe — and a distinctive creative device does that faster than claims alone.
Going international with one concept is also efficient. A simple, visual idea like 'matching' travels across markets far more easily than a language-dependent joke, which is exactly what a multi-market pet-food push needs.
What Businesses Should Do
When extending a trusted brand into a new category, don't assume your reputation carries over. Build a specific, memorable reason to believe for the new category rather than leaning on your existing fame.
Favour simple, visual creative devices when you need to scale across markets. An idea that works without translation is cheaper to run and more consistent than one that depends on local wordplay.
Quick FAQ
What is Josera's 'Perfect Match' campaign?
An international brand campaign by Hamburg agency KNSK for German pet-food maker Josera, using a visual trick that matches cats to the animal on the pack to build credibility in cat food.
Why is Josera focusing on cat food?
Josera is mainly known for dog food, so the campaign is designed to establish its expertise and credibility specifically in the cat-food category.
Who created it?
Hamburg agency KNSK, led by Kim Notz, for Josera, part of the Erbacher group.
A brand strong in one category can't assume its equity simply transfers to the next — it has to earn belief afresh. Josera using one simple, visual 'matching' device to do that across markets is efficient brand-building done right. — Daniel Nikolla, Founder of Merx Marketing
Brand equity doesn't automatically transfer to a new category — give consumers a specific, memorable reason to believe there.
When you stretch your brand into new territory, are you earning belief — or just assuming it carries over?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT and campaigngermany.de.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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