Pet Parents Can Give Cats What They Want in Sheba Kitten Food Campaign

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 survey1 by the SHEBA brand, nearly 80% of gen z pet parents have an improved sense of well-being and fulfilment 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 are allergic to cats and still can’t resist, according to the same survey.

Because we know cat parents will do anything for their kitten, the SHEBA brand has 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 flavours – Savoury Chicken and Delicate Salmon – and 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 kitten 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 brands’ expansion into the kitten life stage, the SHEBA brand is launching a new integrated marketing campaign rooted in the insight1 that one in four cat owners are allergic to cats and still can’t resist. Developed with AMV BBDO, the creative work spotlights what we all know – that cat parents will do anything for their kittens.

AMV BBDO creative partners Polina Zabrodskaya and Andre Sallowicz say, “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.” 

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 of SHEBA products.