Background

INABA first exhibited at the Cat Lovers Festival in 2022, during the early stages of establishing the brand’s footprint in the Australian market. Entering with a strong presence, the goal was clear: introduce Australian cat owners to Churu, Japan’s No.1 lickable cat treat, and demonstrate its unique hand-feeding experience.

At the time, INABA was primarily a pet specialty brand. Since then, Churu has evolved into a household name and a pantry staple for Australian cat owners, now available nationally through major retailers including Woolworths and Coles.

The Value of Early Exposure

“With Churu, tasting is believing. Once they try it, they don’t go back to any other treat.”
Nic Polydorou | Marketing Manager, INABA

From the outset, the Festival played a critical role in INABA’s growth by enabling mass sampling with a highly targeted audience. The face-to-face environment allowed the brand to demonstrate how Churu is fed, educate pet owners in real time, and build trust through direct interaction.

This hands-on education helped accelerate awareness and adoption, supporting the brand’s transition from niche specialty product to mainstream retail success.

Why INABA Continues to Exhibit Year After Year

“No other event delivers such a highly concentrated, passionate and targeted audience.”
Nic Polydorou | Marketing Manager, INABA

INABA has continued exhibiting at the Cat Lovers Festival because of the unmatched quality of the audience. The Festival attracts deeply engaged cat owners who are invested in their pet’s nutrition, wellbeing and happiness.

For INABA, it remains the single most effective touchpoint to engage with loyal customers, gather real-time feedback on flavours and new product lines, and maintain strong brand visibility within the category.

Supporting a Brand Through Different Growth Stages

“In the early days, it was about driving our brand awareness. Now, it is about driving awareness of availability and introducing new products to our brand lovers.”
Nic Polydorou | Marketing Manager, INABA

As INABA’s brand awareness grew, so too did its Festival strategy. Initially focused on education, the brand now uses the Festival to reinforce availability, launch new products and communicate the breadth of its range beyond the signature Churu purees, including stews, fillets and broths.

The Festival has become an annual milestone in INABA’s marketing calendar, supporting the brand at each stage of its growth journey.

Evolving the Festival Experience

Over time, INABA’s presence at the Festival has evolved significantly.

Custom-built stands have been designed to handle high foot traffic and clearly communicate the brand story. Activations have expanded from simple sampling to immersive brand experiences, including photo walls, mascots and Festival-exclusive variety packs.

As the brand has become instantly recognisable, engagement has shifted from explaining the product to deepening relationships with existing fans through conversations about flavour preferences and bonding moments with their cats.

Long-Term Impact and Loyalty

“We have customers who come specifically for our Churu show bags, some even buy multiple bags.”
Nic Polydorou | Marketing Manager, INABA

Consistent participation has delivered long-term benefits beyond immediate sales. INABA has seen strong increases in brand loyalty, with repeat Festival attendees actively seeking out the stand year after year.

User-generated content created by customers at the Festival continues to fuel INABA’s marketing for months, extending the value of each event well beyond the weekend itself.

A Core Pillar of the Marketing Mix

“While digital marketing gives us reach, the Festival gives us depth.”
Nic Polydorou | Marketing Manager, INABA

The Cat Lovers Festival is a core sampling pillar within INABA’s annual marketing strategy. While digital channels provide scale, the Festival delivers the highest-converting activation for direct consumer engagement, bridging the gap between online awareness and physical product experience.

Beyond direct-to-consumer engagement, the Festival has also created valuable B2B opportunities for INABA. The event attracts not only passionate pet owners, but also retailers, industry professionals and complementary brands, providing a platform for meaningful conversations around distribution, partnerships and collaboration. As the brand has scaled nationally, these face-to-face industry connections have further strengthened its presence within the Australian market.

Working with the Festival Team

INABA describes the Festival team as professional, responsive and genuinely invested in exhibitor success. From pre-event marketing coordination to on-the-ground operational support, the team ensures exhibitors can focus on delivering outstanding brand experiences.

Considering Long-Term Exhibiting?

INABA’s experience shows that long-term exhibiting builds recognition, credibility and emotional connection with consumers. Events delivered by Pet Projects International are designed to support brands at every stage, from market entry to category leadership.

If you’re considering exhibiting as part of a long-term brand strategy, now is the time to explore which environment is the right fit for your brand. Book a consultation today and speak with our team.