- The new ‘It’s Great to Be a Cat’ campaign sees the superstar enter FELIX’s black and white world and write a new song for a mini movie and TV advert.
- FELIX is inserting itself in music culture like never before as the sole sponsor of Robbie Williams’ 2025 European tour.
- The campaign celebrates positive feline attitudes humans admire and wish they had more of in themselves.
27 MAY 2025, 09:00 (BST) – Today, Nestlé Purina PetCare Europe announces FELIX and global superstar Robbie Williams are back together, starring in a new TV advert and mini movie, as part of the latest ‘It’s Great to Be a Cat’ campaign across Europe.
Known for his free-spirited and cheeky nature, proud cat owner Robbie Williams has reunited with the most mischievous cat around to enter FELIX’s famous black and white world, making him the first human to ever do so. He has also recorded a new song exclusively for the campaign, celebrating feline personality traits we admire, with the aim of inspiring people to experience these traits even more in their own lives. From their mischievous and playful nature to their free-spirited and authentic approach to life, our cats have plenty of attitude.
In the films, on air, YouTube and across social media platforms from today, FELIX is visited by the internationally acclaimed recording artist who arrives with dinner for him before FELIX rides a vacuum cleaner robot and makes mess of a shelf with Robbie. Stepping through the front door, Robbie Williams transforms into an animated version of himself. Throughout his visit he experiences FELIX’s playful and free-spirited nature, which includes knocking books and picture frames off shelves, jumping onto a turntable and putting the spotlight on the popstar. Impressed by FELIX’s ability to get away with mischief, Robbie sings about the various feline traits he envies and why ‘It’s Great to Be a Cat’. The advert ends with the duo tucking into dinner and FELIX savouring the delicious cat food - showing it’s the ultimate reason why ‘It’s Great to Be a Cat’.
In another first, FELIX is hitting the road with Robbie Williams as the headline sponsor of his 2025 European Tour, bringing the cat food and music industry together like never before. The tour kicks off on 31st May 2025 in Edinburgh, Scotland (UK).
Robbie Williams said: “It’s a privilege to be back with FELIX and to be the first person invited into his black and white world, where we can celebrate how great it is to be a cat. I love how my cats live their lives exactly how they want, when they want. They’re masters at being mischievous, true to themselves, confident, free-spirited and playful. This definitely rubs off on me – clearly, they’re my spirit animal.”
Fabio Pietro Degli Esposti, European Marketing Group Director at Nestle Purina, said: “This year is set to celebrate why it’s great to be a cat like never before. One ultimate reason is enjoying irresistible food every day, but it’s also how our cats’ brilliantly mischievous, free-spirited and confident personality traits can benefit us if we all embrace a bit of cat attitude. Who better to inspire this than Robbie Williams and FELIX; both with these personality traits in abundance. And after FELIX previously spent time playing around in Robbie’s world, the new advert shows the popstar joining our iconic cat on screen – the first-ever human to enter and have a taste of FELIX’s animated world.”
To watch the advert and mini movie, visit our YouTube channel.
ENDS
About Nestlé Purina PetCare Europe:
Nestlé Purina PetCare Europe believes that when people and pets bond, life becomes richer. This is why, for more than 130 years, it has been committed to creating richer lives for pets and the people who love them through high-quality nutrition and care.
With the ambition of becoming Europe’s most trusted pet care company, Purina Europe aims to have a positive impact on pets, people, and the planet. In 2022, the company launched six new Purina Commitments (2023-2030) to help reach this goal, to support adoption and responsible pet ownership, help the wellbeing of people in vulnerable situations and support the regeneration of soil and ocean ecosystems.
The Purina portfolio includes many of the best-known and best-loved pet foods including Felix®, Purina ONE®, Gourmet® and Pro Plan®.
For more information about the company, visit the Purina website: https://www.purina.eu/
More information about the Purina Commitments can be found here: Our Commitments: Revive Ecosystems in Ocean & Land | Purina.
About It’s Great to Be a Cat
It’s Great to Be a Cat is a partnership between pet care leader Purina Europe and pop legend Robbie Williams. Launched in 2023 with an original song recorded by the singer, the campaign celebrates all the special behaviours we have come to love in our cats, including their adventurous and cheeky nature, something they share with Robbie. As a proud cat parent himself, Robbie is all too familiar with the joys of having a cat in your life.
The Felix range features a selection of wet and dry meals and treats for cats, including As Good As It Looks and Doubly Delicious Wet and Dry in a range of flavours. Watch the latest mini movie at https://youtu.be/U7xj82UO4XA.
