Meow-out-of-home! Marro and Wonderful Things create the first billboards for cats that they can actually scratch

Forget billboards for humans. Fresh cat food brand Marro has launched an OOH campaign for cats. 

In a new OOH twist on the Marro Meow competition, creative agency Wonderful Things has partnered with Marro to build miniature, cat-sized billboards that double as scratching posts for the next phase of the brand’s ‘Marro Meow’ campaign.

The out-of-home activation flips the usual advertising model on its head. Rather than messaging humans directly, the tiny billboards are designed to be used by cats, who scratch, sit and pose beside messages urging their owners to enter them into Marro’s search for the nation’s best meow, with the winning cat getting £10,000.

Each billboard is a fully interactive scratching post, tempting cats while owners are left to notice (and laugh at) the messaging above the claw marks. Taglines include ‘MEOWING AT 3AM? GET PAID FOR IT’ and ‘GO HOME AND YELL AT YOUR HUMAN’ designed to nudge owners into action via the campaign hashtag #MeowForMarro.

The billboards are being seeded across London alongside a wider campaign that features appearances from the competition’s celebrity judge, Pussycat Doll Kimberly Wyatt (see her campaign post here) and celebrity pet favourite, Merv the Cat.

Finnegan Shepard, Senior Brand Marketing Lead at Marro, said the idea came from wanting the campaign’s next stunt to put cats themselves at the centre of the media, rather than just their owners:

“We’ve had incredible submissions since the competition opened, but we wanted our next move to hand the microphone, or in this case, the billboard, to the cats.”

CCO, Grace Francis at Wonderful Things added:

“So many owners love to talk to their cats, and will feel right at home seeing us do the same. We love being playful with media for Marro and expect to see our scratching billboards being put to good use across London.”

The Marro Meow competition remains open for entries until 11:59 PM on 6th September 2026, with a public social vote and judging panel, including Wyatt, deciding the winner, who will be announced between 14th and 18th September 2026. To learn more about the competition, visit www.marro.com/meow.

Source: Marro

  Finnegan Shepard, Grace Francis, Marro, Marro Meow, OOH campaign, Wonderful Things