SHEBA Searches for Descendants of Egyptian Feline Nobility

Blending cultural insight, breakthrough science and social storytelling, the SHEBA brand’s latest campaign is a bold creative swing at the cat food category. Inspired by a study which proved that descendants of the Pharaohs’ cats could be living in the US today, the campaign plays out as a multi-platform content series in search of one very special cat: a modern-day heir to ancient Egyptian feline nobility.

To launch a divine food offering - SHEBA SELECTIONS Filets in Broth - the brand has introduced The Pharaoh’s Lost Cat, a highly imaginative, social-first campaign rooted in the timeless allure of feline royalty and the modern-day obsession with pets. The campaign ties into the SHEBA brand’s line of 'What Cats Want,' which highlights how cats use their irresistible charms to get what they want, and their owners’ love of giving in.

The campaign is led by creative agency AMV BBDO, with earned media and influencer support from Weber Shandwick and paid media from Essence Mediacom.

The campaign includes the online video series in partnership with Nathan the CatLady, AI-powered tool Pharaoh Cat Finder, national PR outreach, supporting influencer partners and paid social support.

Cat lovers can follow along with the search for an heir of a Pharaoh's cat with an online video series hosted by famed cat dad, Nathan the CatLady, on the SHEBA brand social channels, with episode one going live today.

AMV BBDO creative partner Andre Sallowicz said, “SHEBA is redefining cat food marketing with a bold, social-first approach that speaks to digital-savvy pet owners turning every cat moment into a shareable experience. If last year, it was all about cat influencers racing against each other over gravy, this year, we’re taking the audience on a social-first adventure where influencers and scientists track the Pharaohs' lost feline heir, blending storytelling, pet parents’ engagement and a meal fit for royalty.”

"Cat parents today know that their pets deserve to be treated like kings and queens, and that ability to get exactly what they want from their humans is part of what people love about cats," said Jean-Paul Jansen, chief marketing officer, Mars Pet Nutrition North America. "From the thrones of ancient Egypt to our modern-day couches, humans' love for their cats has remained strong. We've crafted the new premium offering of SHEBA SELECTIONS Filets with doting pet parents in mind, helping them confidently care for their felines like the absolute royalty they are."