LONDON, UK — Cat lovers will do anything for a kitten. Their charm and adorable mannerisms are hard to resist, and their presence and affection provide benefits for pet parents too. According to a recent survey by cat brand SHEBA, nearly 80% of Gen Z pet parents have an improved sense of well-being and fulfillment when owning a kitten.
When a kitten turns on its allure, there is no turning back, so much so that one in four cat owners is allergic to cats and still can’t resist, according to the same survey.
Because SHEBA knows cat parents will do anything for their kitten, it expanded its portfolio with SHEBA PERFECT PORTIONS Wet Kitten Food, now giving cats of all ages what they want. Available in 2.64-ounce trays, the new SHEBA Kitten comes in two flavors: Savory Chicken and Delicate Salmon. These can be found nationwide in-store and online at major retailers such as Amazon, Chewy, Walmart, PetSmart, and more.
“We know the power that cats hold over their people,” said Jean-Paul Jansen, Vice President Marketing, Mars Petcare. “The SHEBA brand puts cats at the heart of everything we do. With the expansion into this new kitten product line, we’re continuing to create premium offerings to build a lifelong bond between cats and their owners from the start.”
SHEBA Kitten offers a line of entrees crafted with real, quality chicken or fish in a soft, easy-to-chew loaf texture. Pet parents will find a sense of relief knowing they are providing delicious and healthy mealtimes with their kittens by serving 100% complete and balanced nutrition through this new product line. It supports a healthy immune system, strong bones, and growing muscles, promotes healthy brain development with DHA, and is enriched with vitamins, minerals, and essential nutrients for growing felines.
You’ll do anything for a kitten
To celebrate the brand’s expansion into the kitten life stage, SHEBA partnered with creative agency AMV BBDO to spotlight the devotion that cat parents have for their pets.
The campaign includes three 15-second films and print ads, showcasing kittens turning on their charms for SHEBA and the enduring love of their parents, PR support, and social influencer engagement. The films will run across digital and social media, and the ads will appear across 100 OOH screens near large pharmacies in New York City, speaking to kitten owners as they may be buying products to help manage their allergies, and offering them a discount off on SHEBA products.
AMV BBDO Creative Partners Polina Zabrodskaya and Andre Sallowicz said, “This insight confirms that people will do anything for their kitten, including enduring sneezing, itching, and swelling, all in the name of love. We wanted to capture this portrait of cat ownership and celebrate the willingness to give in.”
Client: Mars Pet Nutrition
Campaign title: You’ll Do Anything For a Kitten
Client name: Fernando Silva, Liz Franks, Bernardo Simoes and Corinne Cordell
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Creative Directors: Polina Zabrodskaya and Andre Sallowicz
Creative Team: Rachel Tweedy and Jamie Chang
Agency Planning Team: Phoebe Fielding, Kerrie Boyes, and Lola Neves
Agency Account Team: Alice Lindsay, Richard Mitchell, Poppy Wilson, and Laura Balfour
Agency Producer: Lindsay Hughes and Kieran Sadler
Art Producer: Sophie Alliott
Agency Designer: Marion Rossignol and Mario Kerkstra
Media Agency: EssenceMediacom
Production Company: Biscuit Filmworks
Director: Angelo Cerisara
Production Co. Producer: Tom Ford
Editor: Amzek Vladislav
Post-production Company: No. 8
Post-production producer: Glen Percival
Grade: Tim Smith
Audio Post-production: No. 8
Sound designer: George Castle
Photographer: Sam Gregg
Producer: Sylvie Champenois @ Picture Club
PR Agency: Weber Shandwick USD