WHISKAS NZ lets cats order their own dinner with Uber Eats ‘Pocket Dial’ launch via AMV BBDO

Cat owners across New Zealand can collectively breathe a sigh of relief today, thanks to a world-first partnership between Whiskas and Uber Eats, created by AMV BBDO, that finally lets cats do what they’ve been trying to do all along – order dinner. Whiskas ‘Pocket Dial’ is a limited-edition button that lets hungry cats order dinner with a tap of the paw.

New research commissioned by Whiskas shows feeding anxiety is real among Kiwi cat parents, with 44% admitting they feel guilty or confused they may not always be meeting their cat’s hunger needs. Almost half (49%) believe that if their cat could talk, they’d be very clear about what they want to eat.

With 27% of cat owners agreeing that their cat already runs the household, it’s little surprise that more than half (53%) say a device that lets their cat signal when they’re hungry would be genuinely helpful.

Cat-lover and proud pet parent Polly ‘PJ’ Harding says the power dynamic at home was already clear – this just makes it official.

“Let’s be honest – my cat already thinks she’s in charge. This just gives her a very official way to tell me she wants dinner. It’s hilarious, but it’s also genuinely useful – and anything that keeps my cat happy is a win.”

Ahead of the launch, Harding has been putting the ‘Pocket Dial’ button to the test at home, using the campaign training kit to teach her cat Josephine how to press the button when hunger strikes.

“I won’t pretend it was instant – there was a lot of sniffing, staring at me, and walking away like I’d offended her, but once we linked the button to food, it clicked pretty quickly. Now, instead of being followed around the house or meowed at from the kitchen, I just get a notification. It’s honestly been a game-changer – for both of us.”

Cats are famously fussy for a reason. Behavioural research shows many cats can quickly reject their food at mealtimes, refusing new variants or declining to eat altogether. Texture matters too, with studies indicating cats are highly responsive to differences in mouthfeel, which can directly influence engagement at mealtimes.

Shane Hammond, Market Director at Mars New Zealand, said cats have always been excellent communicators – we just haven’t always understood the message: “When hunger strikes, cats don’t stay quiet. From attention-seeking meows and intense eye contact to learned behaviours like following their humans or pawing at empty bowls, they’re surprisingly strategic communicators. The ‘Pocket Dial’ taps into these natural instincts, giving cats a clear way to signal mealtime, and helping humans respond with food designed around what cats naturally enjoy, like our new Whiskas dry with Pockets kibble range.”

The launch also reflects how New Zealanders are increasingly turning to on-demand delivery for everyday essentials – including pet care.

To celebrate the launch, Whiskas and Uber Eats will release a limited number of ‘Pocket Dial’ buttons, available for New Zealand cat owners to register their interest and sample the new Whiskas dry kibble range featuring irresistible Pockets kibble.

For more information on Uber delivery zones, or to see if your cat is ready to take control of mealtime, visit www.whiskas.co.nz/pocketdial.

PR & Talent – Enthral
Media – Zenith
Creative – AMV BBDO
Client – WHISKAS NZ