First was coming up with the campaign storyline: a group of genius shelter cats manage to hack into Hill’s Instagram via stolen phone. (Make sure your eyes are peeled around these cunning thieves.) Next, they’d need to make their presence known, and let us know why they’ve gone to all this trouble. The answer is simple: dogs have been ruling the scene for too long. Oh, and we’d also like you to throw away all your cucumbers.

What they lack in opposable thumbs, they make up for with ingenuity. So, it made sense that they would use phone screenshots, marked-up posts and some good old paper and pen to design their social posts.