Cat owners can submit photos or videos of their pets through July 5 at the official campaign website. The contest features six specific categories, including Purrfectly Playful, Best Cat Napper, and Conversation Companion. Following the submission window, a panel of judges will select finalists, with public voting opening July 13 to determine the category winners.

Winners will be announced during a livestreamed ceremony on International Cat Day, August 8. The rewards for top performers include a custom trophy, a one-month supply of food, and a curated "Bistro Box." One grand prize winner will receive a six-month supply of food and a multi-story cat house. As an incentive for participation, every applicant receives a coupon for a free package of wet food or treats.

This digital event arrives alongside a comprehensive brand refresh for Merrick Purrfect Bistro, which includes updated packaging and an expanded menu. Meg Turner, Senior Brand Manager at Merrick Pet Care, noted that the initiative aims to highlight the individuality of cats, mirroring the brand's new strategy of offering a mix-and-match dining experience. The products are currently available at major retailers including Petco, PetSmart, Chewy, and Amazon.