Skip to content
Search
AI Powered
Latest Stories

Robbie Williams announced as new voice of Felix, the cat

Robbie Williams announced as new voice of Felix, the cat

Leading pet care business Purina has announced a partnership with acclaimed recording artist Robbie Williams for its cat food brand Felix.

Williams has recorded a brand-new song as the new voice of Felix the cat, the face of one of the best loved foods for UK cats.


He will also star in a film premiere in which he will unveil a new exclusive track written and recorded specifically for this new Europe-wide Felix advertising campaign, ‘It’s Great To Be a Cat’.

“The cat is out of the bag, I’m the new voice of Felix. I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say, It’s Great To Be a Cat,” Williams said.

Available from today (Jan. 25), the new track shines a light on how cats really do live their best lives, just like the one and only Felix. Focusing on their independence, cheekiness and ability to always land on their feet, the song will also be available to stream on Spotify.

Fabio Degli Esposti, group marketing director at Purina, said: “Combining our much-loved Felix food and treasured Felix-the-cat character, with the one-and-only Robbie Williams, gives us our best recipe yet. The two being mischievous together in their very own film premiere, shows exactly why they’re the perfect fit.”

Rebecca Marshall, senior brand manager at Purina UK&I, added: “I’m so excited to be launching our latest It’s Great To Be a Cat campaign with Robbie Williams. The two truly are the pURRfect match and the new track is one that will definitely get everyone in a playful mood.”

The launch of the partnership also debuts the premiere of Felix’s latest advert, which will air exclusively on YouTube at 5pm GMT on Wednesday 25th January. Following this, cat lovers and Felix fans can catch the new song on prime-time TV slots, BVOD, Connected TV, Meta, and TikTok.

More for you

Pick n Mix Station

Hancocks launches new Pick N Mix brand

Leading confectionery wholesaler Hancocks has launched a new brand, showcasing the best of pick and mix.

Pick n Mix Station is a new range of bulk bags containing different mixes of customers' favourite pick and mix treats, offering great value for retailers and their customers.

Keep ReadingShow less
World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less