WHISKAS® has challenged Channel 4 to change the name of its flagship comedy series, 8 Out of 10 Cats, to 9 Out of 10 in a new campaign. The programme was inspired by the brand’s historic advertising tagline from its 1970s ad, which said “8 out of 10 cats” prefer the popular feline food.
Now, a NielsenIQ study of 300 cat owners suggests the famous slogan is due an update, as nine out of ten felines now prefer its most recent recipe.
Show history and spin-off
Hosted by Jimmy Carr, 8 Out of 10 Cats aired from 2005 to 2021 and was built around statistics, surveys and opinion polls. The show regularly featured team captains and celebrity guests, with panellists including Rob Beckett, Sarah Millican and Joe Wilkinson.
In 2012, the series spawned its hugely popular spin-off 8 Out of 10 Cats Does Countdown as part of Channel 4's 30th anniversary celebrations. The crossover format remains a much-loved fixture on the channel today.
Campaign tactics and support
To support the campaign, one cat-loving campaigner was spotted standing outside Channel 4's London headquarters holding a sign in which the eight in 8 Out of 10 Cats had been crossed out and replaced with a nine. Large-format bus shelter adverts and digital ad-vans were also stationed outside the broadcaster’s London HQ, and the campaign took over national newspapers with giant open letters urging the channel to put the record straight.
Battersea Dogs & Cats Home, a longstanding partner of the cat food brand, has cheekily named three of its rescue cats after comedy favourites: Rob Beckcat, Sarah Meowlican and Joe Whiskason.
Donation pledge and reactions
WHISKAS®, part of the Mars family of brands, has pledged a £10,000 donation to Battersea to support its vital work, with a promise to double the contribution to £20,000 if Channel 4 agrees to rename the show.
Annie Argyle, spokesperson for WHISKAS®, said: “When 8 out of 10 cats lovingly borrowed our tagline over twenty years ago, we were flattered.
“Now that we understand even more about cats and what they love to eat, we are inviting the public to get behind us and call for a name change.
“If Channel 4 get on board, we will be thrilled to double our existing donation and help even more cats in need, in partnership with our friends at Battersea.
“The ball of wool is in your court, Channel 4.”
Grace Oliver, cattery team leader at Battersea, said: “We are incredibly grateful for this new donation, as well as the long-standing support from Mars and its brands, including WHISKAS®, over the last 18 years.
“The cats starring in this campaign are just a few of the brilliant rescue cats looking for new families.
“Ultimately, we’re hoping to find a 10 out of 10 home for every single one of them.”
