Friskies has signed Internet-sensation Grumpy Cat as its spokescat.
Friskies and Grumpy Cat began a relationship in March when Grumpy Cat starred in a celebrity edition of the Friskies "Will Kitty Play With It?" online video game show series and a national promotional media tour. Grumpy Cat will work with the brand to create additional online programs and integrated opportunities.
"Friskies is always looking for new ways to celebrate playtime for cats and their owners through online content," said Shawn Brain, Friskies brand manager. "Signing on Grumpy Cat for a longer-term relationship allows Friskies to work with one of the biggest stars in the space. It's a win-win for everyone—especially people who love watching cat videos and cat owners who love experiencing a variety of online cat content."
Grumpy Cat will make an appearance at "The Friskies" Award Show to receive the Lifetime Achievement Award. Comedian Michael Ian Black will host the live show, and $25,000 in total cash prizes will be awarded to winners in various categories. Grumpy Cat will play a role in the show, in addition to accepting the award. Fans can tune into "The Friskies" on Oct. 15 at 7 p.m. (EST) at thefriskies.com.