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October 1, 2013

Merrick introduced W. “Mittens” Bloomfield, its very own “Cat Critic” in a move to differentiate both the brand and product in a whimsical and humorous way at www.thecatcritic.com.

“Merrick is known for its successful, premium natural dog food and treat business and now it’s time to focus on the felines,” Pete Brace, the vice president of communications and pet parent relations, said. “The Purrfect Bistro launch and Cat Critic campaign is our continuation of Merrick’s Real Food Revolution that we started last year in the dog food category, with the introduction of a new line of dog food recipes.”

Brace said that the Cat Critic campaign is the perfect vehicle to illustrate and reinforce the gourmet qualities of Purrfect Bistro. W. “Mittens” Bloomfield was created to educate their passionate pet owners about the new Purrfect Bistro line and its 21 recipes that span a spectrum of tastes, textures and protein sources.

“Pet parents understand how cats can be the ultimate food critics, and we know that cats want the best-tasting, highest quality food or they will turn their noses up at it,” Brace said. “With those insights in mind, we wanted to highlight the great taste and textures of Purrfect Bistro by showing up in a disruptive way in ‘foodie’ as well as pet media.

“We think the entertaining, but discriminating Cat Critic matches the high standard of ingredients, tastes and textures – along with the whimsical feel- of the Purrfect Bistro brand, which includes recipes such as Chick a la King, Tuna Nicoise and Beef Wellington.”

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