Marro built cat-sized scratching-post billboards for its £10,000 Meow contest

Marro has taken outdoor advertising somewhere it rarely goes. Down to cat level.

The fresh cat food brand has placed miniature billboards around London that double as scratching posts. Each one speaks directly to cats while quietly asking their humans to enter the brand’s search for the UK’s best meow.

The winner gets £10,000. More importantly for Marro, that winning sound will become the brand’s official meow.

The competition started with one very specific search

Marro is looking for a cat whose meow sounds most like “Marro.”

Owners across the UK and Ireland can record their cat, post the clip on Instagram or TikTok, tag @MarroForCats and use #MeowForMarro.

The eventual winner gets £10,000, while their cat becomes the official voice of Marro across the brand’s media.

Pussycat Dolls member Kimberly Wyatt is part of the judging panel, alongside a public social vote.

Entries remain open until 6 September 2026, with the winner expected to be announced between 14 and 18 September.

Then Marro made billboards for the cats

For the outdoor part of the campaign, Wonderful Things built miniature boards at roughly the height of the cats they were meant to reach.

The pole underneath each ad is wrapped like a scratching post, turning the media itself into something a cat might actually stop and use.

The copy continues the joke.

“GO HOME AND YELL AT YOUR HUMAN.”

“PSP PSP PSP PSP PSP PSP.”

“MEOW FOR ME! AND WIN £10K.”

The ads then tell owners about the competition while the cats get something much simpler from the placement. A new thing to scratch.

That is what makes the format feel more considered than simply shrinking a billboard. Marro gave the animal a reason to interact with the media before asking the human to do anything.

The media fits the brand unusually well

Marro describes itself as fresh cat food made from human-quality ingredients and delivered directly to customers.

Even its name comes from the sound of a demanding cat asking to be fed.

So a competition searching for the best “Marro” was already sitting close to the brand itself. The outdoor work takes the same idea further by treating cats as part of the audience rather than decoration inside an ad.

The boards have been placed around London as the competition enters its final weeks. Some feature cats looking up towards the copy. Others simply rely on the scratching-post structure and the strange sight of a tiny billboard standing at pavement level.

Either way, the scale does most of the stopping.

What Made It Different

The campaign is selling cat food, but the media behaves like something made for the cat.

The human gets the competition mechanics. The cat gets the scratching post. Both parts lead back to the same idea.

That also gives Marro an outdoor execution people can understand before reading every word. A billboard built at cat height already tells you who the real audience is supposed to be.

The £10,000 prize gets attention. The search for an official meow gives the campaign a reason to exist. The tiny billboards make the whole thing visible in the real world.

Marro did not simply put cats on billboards.

It made billboards cats could actually use.

Credits

The Marro Meow Competition (2026) | Marro, UK. Creative agency: Wonderful Things.