To help Heritage Bank stand out in the dog‐eat‐dog world of big bank advertising, they turned to a miserable cat. As a fresh twist on their long-running ‘People First’ campaign, the new Heritage ‘Cats First’ campaign rolled out as an end‐to‐end brand experience. Encompassing TV, outdoor, online, POS, and a social media blitz, the campaign stood out with attitude and charm in a notoriously low‐interest category. People didn’t just like it – they loved it! Cats First performed superbly in terms of brand recall, brand differentiation and key indicators such as home loan applications. The campaign, featuring a big, brash sour‐puss marked a creative breakthrough for both Heritage Bank and the broader banking category.