New Zealand cat owners may soon find themselves at the beck and call of their feline companions, thanks to a novel partnership between Whiskas and Uber Eats. The companies have launched “Pocket Dial,” a limited-edition button designed to allow cats to order their own dinner with a simple paw tap. This initiative, created by AMV BBDO, taps into a growing trend of on-demand delivery services and acknowledges the increasingly strong bond – and perceived power dynamic – between pets and their owners.
The launch comes as new research commissioned by Whiskas reveals a significant level of “feeding anxiety” among Kiwi cat parents. According to the study, 44% of cat owners admit to feeling guilty or unsure if they are consistently meeting their cat’s hunger needs. Almost half (49%) believe their cat would be extremely clear about its food preferences if it could speak, and a substantial 53% feel a device enabling their cat to signal hunger would be genuinely helpful. This suggests a widespread desire among owners to better understand and respond to their cats’ dietary needs.
The ‘Pocket Dial’ isn’t just a whimsical idea; it’s a response to observed feline behavior. Shane Hammond, Market Director at Mars New Zealand, explained that cats are already adept at communicating their needs. “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,” he said. The ‘Pocket Dial’ aims to harness these instincts, providing a clear channel for cats to request a meal and prompting owners to respond with food designed to appeal to feline preferences, such as the new Whiskas dry food with Pockets kibble.
Polly ‘PJ’ Harding, a cat owner who participated in early testing of the ‘Pocket Dial’ with her cat Josephine, found the device surprisingly effective. “Let’s be honest – my cat already thinks she’s in charge. This just gives her a very official way to share me she wants dinner,” Harding said. She noted that while initial training required patience – “a lot of sniffing, staring at me, and walking away” – Josephine quickly learned to associate the button with mealtime, transforming the feeding process from a constant demand for attention to a simple notification system.
Understanding Feline Food Preferences
The initiative also highlights the complexities of feline nutrition. Research indicates that cats can be remarkably fussy eaters, quickly rejecting unfamiliar foods or variations in texture. Studies show cats are highly sensitive to differences in mouthfeel, which significantly influences their engagement with meals. This sensitivity underscores the importance of providing food that caters to their specific preferences.
How the ‘Pocket Dial’ Works and Availability
The ‘Pocket Dial’ button connects to the Uber Eats platform, allowing cats to trigger a food order when pressed. Whiskas and Uber Eats are releasing a limited number of these buttons to New Zealand cat owners who can register their interest and sample the new Whiskas dry kibble range featuring Pockets kibble. Interested cat parents can find more information about Uber delivery zones and the ‘Pocket Dial’ program at www.whiskas.co.nz/pocketdial.
The launch reflects a broader trend of New Zealanders increasingly relying on on-demand delivery services for everyday essentials, including pet care. Uber Eats continues to expand its offerings beyond restaurant meals, catering to a wider range of consumer needs.
As the ‘Pocket Dial’ program rolls out, it will be interesting to see how cats adapt to this new level of autonomy in mealtime and whether it truly alleviates the “feeding anxiety” experienced by their owners. The initiative represents a playful yet insightful exploration of the human-animal bond and the evolving landscape of pet care.
What do you think – will your feline friend embrace the power of the ‘Pocket Dial’? Share your thoughts in the comments below!
