FOOD х Katty Pro х Пушистый клуб Пятерочки: "Мур-комбо для котиков" - веб-игра для продвижения кормов Katty Pro

Objective

Katty Pro, a cat food brand under Pyaterochka's private label, launched an interactive campaign to promote its new product line by engaging cat owners and demonstrating that each feline has unique dietary needs and preferences. The campaign aimed to build brand awareness, drive product adoption, and increase sign-ups to the loyalty program (X5 Club and Pushisty Club).

Solution

"Мур-комбо" (Mur-Combo) was an interactive puzzle game deployed on Food.ru and Pyaterochka's mobile app from October 16 to November 17, 2025. Players progressed through game levels by connecting themed items on a game board to assemble customized product bundles for their virtual cat—selecting toys, beds, scratching posts, and treats based on the pet's personality. The game featured match-making mechanics across escalating difficulty levels, with participation requiring registration in both X5 Club loyalty program and Pushisty Club (free pet-focused membership). Winners were selected via random draw, receiving X5 Club points (20,000 for level 1, increasing with progression) and "Pushisty Box" gift packages with undisclosed prizes.

Results

Interactive game season achieved 14,800+ active players with 52,000+ website visits and an average session duration of 8 minutes 16 seconds. Fifty prize winners were selected. The game achieved a 2.79% conversion rate to loyalty program signup. Supporting marketing efforts generated 1,150,000+ banner impressions, 28,000 email opens, and 2,300+ push notification clicks. The broader two-season campaign (combining a charity photo gallery in season 1) mobilized cat enthusiasts to donate over 1,500 packages of pet food to cat shelters.