Trying to crack down on the number of pets in residence, Metropolitan Life Insurance, owner of the Stuyvesant Town and Peter Cooper Village apartment complexes in New York City, began offering workers $150 gift cards to report on pet-owning residents.
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| Meow Mix’s new mobile kitty |
In response to this ploy, Meow Mix chief executive officer, Richard Thompson offered the same workers $160 last week if they promised not to squeal on any cat-owning residents. Later that day, MetLife said that it was discontinuing its controversial policy.
In celebration, Thompson personally drove the Meow Mix Mobile through the streets of Stuyvesant Town and Peter Cooper Village, handing out over 1,000 18-ounce boxes of Meow Mix’s Hairball Control Formula to residents.
“Richard Thompson is always looking for ways to support cat owners and build attention for the brand as well,” said Matthew Glass, president of Grand Central Marketing, which handles p.r. and mobile marketing for Meow Mix.
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