Sheba: Hope grows

Sheba, a premium cat food brand, spearheaded the world's largest coral reef restoration project to ensure a future with fish, connect coral with consumers' everyday lives, and make fish sustainability the price of entry for the luxury market.

Executive Summary

This is the tale of how an unlikely hero (an under-cat, if you will) dared to embark on an unlikely quest.

To set the scene, Sheba, a premium cat food brand, was struggling to defend its market position against cheaper copycats. Our initial task was to defend Sheba's price premium. For inspiration, we looked towards the human culinary scene and identified the rising importance of sustainability.

While considering where a new sustainable food philosophy might take us, we realised a far greater opportunity beckoned. What if we set out to disrupt the whole category by making fish sustainability...

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Insights Team
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