Cat food manufacturer WHISKAS has urged Channel 4 to rename its flagship comedy programme, 8 Out of 10 Cats. The show drew its name from the brand's 1970s advertising slogan, which claimed "8 out of 10 cats" favoured the feline food.
However, a new NielsenIQ survey of 300 cat owners indicates the famous catchphrase may need updating, as nine out of 10 cats now prefer its latest recipe.
Campaign tactics outside Channel 4
To press the point, a cat-loving activist was seen outside Channel 4's London offices holding a placard where the eight in "8 out of 10 cats" had been crossed out and replaced with a nine. Large-scale bus shelter posters and digital advertising vans were also positioned outside the broadcaster's London base to ensure the message was received.
WHISKAS, part of the Mars family of brands, has committed a £10,000 donation to Battersea Dogs & Cats Home, its long-term partner. The company pledges to double the sum to £20,000 if Channel 4 agrees to rename the programme.
Battersea cats named after comedy stars
Battersea has playfully named three of its rescue cats after comedy favourites: Rob Beckcat, Sarah Meowlican and Joe Whiskason. The cats star in the campaign and are among those looking for new families.
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."
Donation pledge and public letter
The brand also issued a public letter to the channel. 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."
8 Out of 10 Cats, fronted by Jimmy Carr, ran from 2005 to 2021 and centred on statistics, surveys and opinion polls. The show regularly featured team captains and celebrity guests, with panellists including Rob Beckett, Sarah Millican and Joe Wilkinson.
