9Lives® Cat Food Launches Morris' Rescue Watch, Benefiting ASPCA® And Local Shelters

Morris the Cat and 9Lives® Cat Food Ask Fans to Feed Cats in Need by Watching and Submitting Funny Cat Videos

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Sep 30, 2013, 09:00 ET

SAN FRANCISCO, Sept. 30, 2013 /PRNewswire/ -- Before he had a loving home, a comfy bed, and a slew of squeaky toys, Morris the Cat was adopted from a shelter. Now, the most famous cat-celebrity in the world, Morris the Cat of 9Lives^® cat food, is giving back. 9Lives Morris' Rescue Watch^SM is a campaign to generate food donations for local shelter cats by encouraging cat lovers to do what they love and already do anyway - watch cat videos! Anyone can participate by simply watching 9Lives Morris' Rescue Watch videos on MorrisRescueWatch.com. For every view 9Lives^® cat food will donate one meal to a shelter, up to 1 million meals! Additionally, now through October 18, 2013, Morris is encouraging fans to submit their own fun cat videos to MorrisRescueWatch.com for a chance to be one of three winners to each receive a year's supply* of 9Lives^® cat food and a $3,000 donation to a shelter of their choice.

"It's time to put the hours we spend watching cat videos to good use!" said Morris the Cat. "Whether you're watching one of the videos or sending me a video of your own kitty on camera, each view will help care for a cat in need."

LIGHTS, CAMERA, CUE THE CATS!
Morris and 9Lives^® brand cat food are proud to support the ASPCA^® (American Society for the Prevention of Cruelty to Animals^®) to help cats most in need. With the ASPCA's help, the 9Lives^® cat food donation of up to 1 million meals will go to shelters where they can do the most good.

"9Lives Morris' Rescue Watch is a fun, easy, and interactive way for cat lovers to help feed and care for cats in need across the country," said Carrie Schliemann, Director of Cat Food Marketing at Del Monte Foods. "With the increased popularity of watching and sharing funny cat videos, we know fans will help make a big impact on the lives of shelter cats. We're thrilled to partner with the ASPCA in a continued effort to ensure that every cat lives well."

MORRIS ON A MISSION
Throughout the years, Morris has made it his mission to help cats live well. In 2006 and 2007, Morris led Morris' Million Cat Rescue adoption campaign and traveled the country to raise awareness and facilitate more than 1 million cat adoptions.

Morris and 9Lives^® are proud to support the ASPCA^®. Founded in 1866, the ASPCA is the first animal welfare organization in North America and serves as the nation's leading voice for animals. Like the ASPCA, 9Lives^® believes that all cats deserve to live well, and living well starts with eating well. 9Lives^® cat food offers great taste and nutrition to help keep cats happy and healthy.

To support 9Lives Morris' Rescue Watch by watching a funny video or submitting your own video, visit MorrisRescueWatch.com. For additional information on 9Lives^® cat food, visit 9Lives.com.

*A year's supply calculated as 15 bags of 13lb cat food to be awarded in the form of one (1) Visa^® gift card; approximate retail value: $142.50 USD.

About Del Monte Pet Products
At Del Monte, our pet products nourish and enrich the lives of pets and pet parents by providing great-tasting, high-quality and innovative products for dogs and cats and by encouraging them to enjoy an active lifestyle together. With trusted brands including Meow Mix^®, Kibbles 'n Bits^®, Milk-Bone^®, 9Lives^®, Pup-Peroni^®, Gravy Train^®, Nature's Recipe^®, Canine Carry Outs^®, Milo's Kitchen^®, our products enrich the connection between people and the pets they love. As a provider of taste-oriented pet food and pet snacks, our products play a key role in the lives of millions of pet families every day.

About Del Monte Foods
Del Monte Foods is one of the country's largest producers, distributors and marketers of premium quality, branded pet products and food products for the U.S. retail market, generating over $3.8 billion in net sales in fiscal 2013. With a powerful portfolio of brands, Del Monte products are found in eight out of ten U.S. households. Pet food and pet snacks brands include Meow Mix^®, Kibbles 'n Bits^®, Milk-Bone^®, 9Lives^®, Natural Balance^®, Pup-Peroni^®, Gravy Train^®, Nature's Recipe^®, Canine Carry Outs^®,Milo's Kitchen^® and other brand names. Food product brands include Del Monte^®, Contadina^®, S&W^®, College Inn^® and other brand names. The Company also produces and distributes private label pet products and food products.