The on-pack campaign was created by independent integrated agency Incahoots and the special packs feature photography of Bengal tigers in their natural habitat of the Terai Arc Forest in Nepal.

The drive runs over 16m Whiskas products and the £500,000 raised from sales of special Whiskas ‘Help protect a tiger’ packs will support WWF’s global Tigers Alive Initiative programme which aims to double the number of tigers in the wild by 2022.

Incahoots worked closely with the Whiskas brand team to develop the look and feel of the packaging design.Helen Heasman, premium cat portfolio manager at Whiskas, said: “At Whiskas we’re passionate about caring for all cats, both big and small, and understand that with as few as 3,200 remaining in the wild, tigers are in urgent need of our care. This is why we’re so privileged and excited to be partnering with WWF, as together this summer through pack sales we will raise £500,000 for WWF’s Tigers Alive initiative – which will support ongoing tiger conservation efforts to double the number of tigers in the wild by 2022.”

Incahoots managing director Nicola Rodrigues added:  “As cat-lovers, we are thrilled that our first work for Whiskas is such a significant initiative.  We worked very closely with the Whiskas team to develop the strong theme and imagery of the packaging, to ensure we created cut-through work with an obvious, intuitive and distinctive brand link.”