Sheba: The cats that rule the world

SHEBA, the cat food, demonstrated culture as an effective bridge to brand relevance with its entertainment-led campaign in the USA.

Campaign details

Brand: ShebaBrand owner: MarsEntrant company: AMV BBDO, LondonMarket: North AmericaSector: Pet careMedia channels: Online video, Public relations, Search marketing, Word of mouth, influencersBudget: Up to 500k

Executive summary

The Oscar for best documentary series goes to: SHEBA®?

Ok, not quite... but this story will tell you how a cat food brand embraced the bright lights of Hollywood to draw crowds like no cat food advertising has ever done before.

As a new entrant and challenger brand in the US, SHEBA® had been relying on broadcast...

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