At a time of 12 months when sports activities are high of thoughts, the SHEBA model is enlisting a number of the web’s most well-known cats head-to-head in a single-elimination event: ‘The Gravy Race.’ To present simply how a lot cats love new SHEBA GRAVY INDULGENCE Entrées, the Mars Pet Nutrition model has challenged eight well-known felines to race towards each other by licking a line of gravy.
With a mixed attain of over 55 million, doubtlessly the second most watched sporting occasion within the US, @waffles_the_cat, @my_boy_belarus, @cobythecat, @paquito_thecat_official, @venustwofacecat, @totally_tater, @umi.the.cat and @thatlittlepuff will race one another lick-by-lick to see who loves gravy sufficient to emerge victorious. The quickest gravy licker will transfer onto the subsequent spherical – till just one cat stays, changing into The Gravy Race Champion.
In the latest marketing campaign developed with AMV BBDO, the SHEBA model can also be teaming up with American sports activities announcer and cat lover, Ian Eagle, to carry pleasure to this fierce feline competitors as he calls each lick and lap from the aspect strains. The large remaining shall be dwell streamed from Times Square in New York City.
As pet dad and mom know, cats are nicely versed in licking many issues, particularly in the case of wealthy, scrumptious gravy. As a cat meals model that places cats on the coronary heart of all the things it does, the SHEBA model has expanded their premium cat meals providing with new SHEBA GRAVY INDULGENCE Entrées. The new product is available in an easy-to-peel twin pack that appeals to cats’ selective tastes with additional gravy – particularly 70% gravy and 30% delicate cuts of beef, hen, or fish – in 4 delectable flavours.
“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,” stated Jean-Paul Jansen, chief advertising officer of 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. And 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 model expertise, entertaining marketing campaign launches with a 30-second teaser movie on digital and social, introducing the rivals, adopted by the competitors heats, semi- and finals throughout Instagram and TikTook from the SHEBA model and the cat contestants. On Instagram Stories, advertisements will carry the viewers into the motion by encouraging them to vote for who they suppose may have the quickest lick. The viewers may even have the ability to click on by way of to purchase the product whereas watching the race. The marketing campaign shall be promoted throughout digital OOH, social and influencer channels, and supported by way of PR.
As a part of the marketing campaign, now by way of April 2nd, cat dad and mom throughout the US also can get in on the motion by getting into The Gravy Race sweepstakes the place one fortunate winner will obtain a $3,000 reward card, a one (1) 12 months provide of SHEBA cat meals and treats, together with SHEBA GRAVY INDULGENCE Entrées and SHEBA branded swag. To enter The Gravy Race Sweepstakes:
On TikTook: Reply to The Gravy Race put up with a video of your cat taking part in their very own gravy race or a video of your racer cat and embody @SHEBABrand, #SHEBAGravyRace and #Sweepstakes in your remark.
On Instagram: Comment on The Gravy Race put up who of the eight well-known felines will win The Gravy Race, together with @SHEBABrandUS, #SHEBAGravyRace and #Sweepstakes in your remark, and don’t overlook to observe us.
For ideas and tips on movie your gravy race at home, full sweepstakes particulars, official guidelines and eligibility restrictions, go to here.
