Purina chooses McCann Content Studios for the social and content project “The Pro Cup”

Purina has chosen McCann Content Studios to create the first social and content project for Purina Pro Plan, the high-quality nutritional range for dogs and cats.

An assignment awarded directly, which also expands the global communication platform “Like a Pro” into Italy through an integrated project that brings together the worlds of cats and tennis through the strategic synergy of the partnership between Purina Pro Plan and the Nitto Atp Finals 2026.

It is precisely thanks to the strength of this collaboration that “The Pro Cup” was created: a new and engaging challenge that rewrites the rules of tennis with a feline and ironic twist, bringing creators and their cats to compete in a timed contest on a special tennis-court board. The initiative reaches its climax with the final prize: the winners will be celebrated in the autumn in Turin, directly during the Nitto Atp Finals, giving creators an immersive experience and the opportunity to explore feline wellbeing in greater depth with Purina Pro Plan experts.

Daniele Baglioni, head of McCann Content Studios Italy, comments: “We developed a holistic project spanning online and offline, involving creators in an original way that drew on the game of tennis without taking itself too seriously, in order to entertain the community and be relevant in online conversations”.

The activation forms part of a broader omnichannel strategy curated by McCann—which also handled the adaptation of the brand foundation, ATL and drive-to-store activities—bringing influencer marketing together with conversion in a journey that begins with a social phase and is followed by a public vote on a dedicated landing page to elect the final champion.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.