TENNESSEE, USA — At a time of year when sports are top of mind, the SHEBA brand is enlisting some of the internet’s most famous cats head-to-head in a single-elimination tournament: “The Gravy Race.” To show just how much cats love new SHEBA GRAVY INDULGENCE Entrées, the Mars Pet Nutrition brand has challenged eight famous felines to race against one another by licking a line of gravy.
With a combined reach of over 55 million, potentially the second most watched sporting event in the US, @waffles_the_cat, @my_boy_belarus, @cobythecat, @paquito_thecat_official, @venustwofacecat,
@totally_tater, @umi.the.cat and @thatlittlepuff will race each other lick-by-lick to see who loves gravy enough to emerge victorious. The fastest gravy licker will move on to the next round – until only one cat remains, becoming The Gravy Race Champion.
In the latest campaign developed with AMV BBDO, the SHEBA brand is also teaming up with American sports announcer and cat lover Ian Eagle to excite this fierce feline competition as he calls every lick and lap from the sidelines. The big final will be live-streamed from Times Square in New York City.
As pet parents know, cats are well-versed in licking many things, especially when it comes to rich, delicious gravy. As a cat food brand that puts cats at the heart of everything it does, the SHEBA brand has expanded its premium cat food offering with new SHEBA GRAVY INDULGENCE Entrées. The new product comes in four delectable flavors: an easy-to-peel twin pack that appeals to cats’ selective tastes with extra gravy – specifically 70% gravy and 30% delicate cuts of beef, chicken, or fish.
“For cats, licking is a sign of bonding, and now the SHEBA brand has delivered the ultimate lick of gravy goodness that shows our feline friends just how much they’re adored,” said Jean-Paul Jansen, Chief Marketing Officer at Mars Pet Nutrition North America. “Not only can cat parents feel confident feeding their cat a 100% complete and balanced meal, but SHEBA GRAVY INDULGENCE Entrées are what cats love and deserve, helping to create more moments of affection.”
AMV BBDO Creative Partner Andre Sallowicz said, “The Gravy Race has all the right ingredients to be one of the most famous competitions in the world: internet-famous cats, a top sports commentator, and a track made of SHEBA GRAVY INDULGENCE Entrées. With a reach of over 55 million cat lovers tuning in, it has the potential to be one of the most-watched sports events in the US. The Gravy Race is sure to catapult the brand into the spotlight, adding a splash of fun and excitement to the product launch.”
The integrated campaign launches with a 30-second teaser film on digital and social, introducing the competitors, followed by the competition heats, semi-, and finals across Instagram and TikTok from the SHEBA brand and the cat contestants. On Instagram Stories, ads will bring the audience into action by encouraging them to vote for who they think will have the quickest lick. The audience can also click through to buy the product while watching the race. The campaign will be promoted across digital OOH, social and influencer channels, and supported through PR.
As part of the campaign, now through next week, cat parents can also get in on the action by entering The Gravy Race sweepstakes where one lucky winner will receive a $3,000 gift card, a one (1) year supply of SHEBA cat food and treats, including SHEBA GRAVY INDULGENCE Entrées and SHEBA branded swag. To enter The Gravy Race Sweepstakes:
- On TikTok: Reply to The Gravy Race post with a video of your cat participating in their own gravy race or a video of your racer cat and include @SHEBABrand, #SHEBAGravyRace and #Sweepstakes in your comment.
- On Instagram: Comment on The Gravy Race post who of the eight famous felines will win The Gravy Race, including @SHEBABrandUS, #SHEBAGravyRace, and #Sweepstakes in your comment, and don’t forget to follow us.
For tips and tricks on how to film your gravy race at home, full sweepstakes details, official rules, and eligibility restrictions, visit SHEBA.com/gravy-race. There is no purchase necessary to enter or win. Eligibility restrictions apply.
The new SHEBA GRAVY INDULGENCE Entrées are now available online or at in-store at major retailers and pet stores nationwide. For more information on the brand’s full portfolio of products, visit Sheba.com, or follow along The Gravy Race on Instagram and TikTok.
Campaign credits:
Client: Mars Petcare
Brand: SHEBA
Campaign title: The Gravy Race
Client name: Fernando Silva, Liz Franks, Brintha Renganathan, Kate Warburton and Sami Jones
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Andre Sallowicz
Creative Team: Andre Sallowicz, Ant Eagle and Tim Riley
Social Creative Director: Ant Eagle
Creative Design Director: Mario Kerkstra
Social Media Manager: Carmelo Orofino
Agency Planning Team: Suzanne Barker, Kerrie Boyes and Brian Williamson
Agency Account Team: Laura Balfour, Richard Mitchell, Matt Henry and Nicholas Biggs
Agency Producer: Alexander Warren
Production Company: Red Studios & SpinCycle
Director/Consultant: Nils Jacobi (FurryFritz)
DOP: Simon Fanthorpe
Production Company (teaser ad): Zombie Studio
Post-production Company: Red Studios
Grade/VFX: Creative Outpost
Motion Graphics: Tina Touli
Sound studio: Canja Audio
Sound Design: Ben Leeves @ Jungle Studios
Media Agency: EssenceMediacom
PR Agency: Weber Shandwick
PR Team: Caitlin Immel, Sarah Gore, Madison Miller, Madisyn Siebert and Jack Probst
