Nestlé PurinaGatto Bianco
Located in New York City’s West Village,Gatto Bianco became the hottest andhardest-to-get reservation in town.
Client
Nestlé Purina/Golin
Market
New York
Line Of Business
Fancy Feast
Snapshot
Pop Up, Consumer Activation, Media Event
On behalf of Purina’s Fancy Feast line, Industria Creative designed, opened and operated Gatto Bianco, a limited-time pop-up restaurant in New York City that featured an “Italian-style trattoria and culinary experience.”
The dishes—created by Fancy Feast’s in-house chef Amanda Hassner and Michelin Star-winning Italian chef Cesare Casella—drew inspiration from Fancy Feast Medleys recipes but were designed for human consumption. The food was intended to “mirror the sensory experience of cats at mealtime.” Lucky guests who reserved their spots via OpenTable were able to enjoy an exclusive private dining experience and the added bonus of dining alongside our celebrity guest: the Fancy Feast Cat.
Located in New York City’s West Village, Gatto Bianco became the hottest and hardest-to-get reservation in town. Late-night television and major media outlets, including CNN, Food + Wine, Mashable, People.com, Adweek, New York Post and more covered the opening event. Additionally, Purina hosted a media preview the night before the experience opened to the public. Aside from enjoying delicious food and drinks, guests were exposed to multiple social settings and moments for capturing content as part of the overall dining and brand experience.
