During the summer of 2011, Fancy Fest cat food launched the "Storybook Wedding" marketing campaign. It featured three commercials that can be found on youtube and a campaign surrounding a love story of a couple. Fancy Fest understood that their target buyer was not their final consumer. Fancy Fest used the campaign to show how important relationships are through devotion. They keyed on the insight that those woman that have cats and buy cat food value relationships and would most likely be touched by a series of videos featuring a wedding, from the engagement to the "I do's." The campaign also turned to Facebook to share these relationships with everyone. Many feel the campaign was successful because it was digitally innovated and Fancy Fest really created a true story that their customers could relate to and would follow.
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