In 2014, Morris yet again returned to great fanfare - and an Instagram account - with a splashy social media campaign that described him as “charmingly choosy” rather than finicky. This “charmingly choosy” version of Morris the Cat filled social media feeds in 2014. The 9Lives relaunch helped lift dry food sales to double-digit percentage growth in the months that followed. The Times explained that while the updated Morris was still an orange tabby, still haughty and still talkative, “he is now willing to sing for his supper, so to speak, and will perform somersaults to ensure a steady supply of reformulated versions of 9Lives wet and dry food.” “It’s surprising to me how many people do remember Morris and ask about his return.” New Packaging - And the Return of MorrisĩLives underwent a “restage” in 2004–2005, which Del Monte Foods described as “an important and successful strategic investment.” Wet and dry lines were relaunched with new, livelier packaging - as well as the long-awaited return of Morris the Cat in ads on TV.īarry Shepard, a managing director at the company, told The New York Times that it was “important to bridge the past in a relevant way” with the new Morris ads. “I’m an older fellow, so I remember Morris pretty well,” remarked Rick Wolford, CEO of Del Monte Foods, in 2004.
FINICKY 9LIVES SPOKESCAT TV
It wasn’t long before the new owners planned a return of “spokescat” Morris the Cat - the famous kitty who had starred in many TV ads starting in the late 1960s but hadn’t appeared on the air in the United States since 1994. and the company’s pet food brands - including 9Lives - falling under a new group called Heinz Pet Products Co.įollowing a 2002 merger, 9Lives became part of the Del Monte Foods portfolio of pet food brands. In 1988, Star-Kist Foods was reorganized by Heinz, with all canned seafood falling under a new group called Star-Kist Seafood Co. Heinz Company purchased Star-Kist, and 9Lives remained a Heinz property for many years. “Star-Kist’s management had got into the cat food business in the mid-1950s as a way of profitably selling the byproducts of tuna processing,” the book notes.
“The canned tuna part of the business was successful enough, but the jewel in the crown was the pet food side,” explains FMCG, a book chronicling some of the world’s most famous brands. president, representing the “Finicky Party.”īelow, we share much more information about 9Lives’ long and storied history - including up-to-date cat food recall information.
FINICKY 9LIVES SPOKESCAT MOVIE
The famed cat also made a cameo appearance in a movie with Burt Reynolds, and ran twice (19) as a scratch-in candidate for U.S. Morris has since been portrayed by many other well-trained kitties, appearing in dozens of commercials over the years. He was a cat with charisma, there’s no doubt about it.” “He was finicky just as portrayed, but he was also very friendly. “He was definitely a special cat,” the spokesperson said. We just tell them to make a contribution to the American Humane Society.” “The oddest thing,” a public relations spokesperson told The Washington Post, “is that people have been calling and asking where to send flowers.
He was believed to be 17 at the time of his death. “His robust and macho appearance, coat of distinctive orange stripes and finicky demeanor won him the coveted role over thousands of other furry hopefuls,” the company says.
The charming Morris became a famous “spokescat” for 9Lives. In 1968, an animal talent scout adopted an orange tabby cat named Morris at a humane society in Illinois.
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