Sheba: Hope Reef – A Living Billboard of Hope

Emily Brydon

Premium cat food brand Sheba grew sales in the key markets of Germany, France and Russia by tapping into the 'sustainability' trend with the launch of a coral reef restoration project.

Campaign details

Brand: ShebaBrand owner: Mars PetcareEntrant company: AMV BBDO LondonIdea creation: AMV BBDO LondonMarket: Global Sector: PetcareMedia channels: Content marketing, Online display, Outdoor, Out-of-home, Point-of-purchase, In-store, Public relations, Radio & audio, Social media, Virtual & augmented reality, Word of mouth, InfluencersBudget: 3 - 5 million

Executive summary

We are surrounded every day by images of destruction and despair – rainforests on fire, flash floods wiping away towns, plastic isles bigger than countries. It’s easy to see why the crisis we face can feel insurmountable....

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